COLIBRI | Branding & Design

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Μediterranean sun + Pelekan + Colibri = new packaging

Pelekan's marketing team was up for something fresh when they initially came up with the new product line of Mediterranean meze in early 2008. Their urge for that fresh something brought about a couple of fine recipes for the first products and an idea for a container. They came to Colibri for the line's package design and immediately that urge rubbed on us!

Pelekan's Antonis Tzikas and Stavros Stavrinos had narrowed down their choices to a glass jar and were aiming at the European market –ethnic flavours' isles of large grocery stores– having faith in the flavour, the quality and the natural image of their product in a jar. Pelekan's brief was clear: retail-oriented, a line of at least five products, looking for a fresh image of the Mediterranean flavour and the healthy diet, clearly differentiated from competition. Colibri's creative team was faced with additional challenges, solving this "equation", the trickiest one being the product's small "shelf-face" – only 6×7cm! (2.4×2.8 inches)

Three consecutive presentations/discussions followed about the product image strategy and the line's name, along with several photographic and illustrative approaches corresponding to our research and the client's brief. The visualized phrase "sun+rice+spices+vine leaves+lemmon" and the choice of a tribal style illustration that lead to reading around, all sides, of the jar became the starting point for numerous attempts in order to achieve fitting in 4,5cm the branding elements of Pelekan and the line, the label and its explanatory text, the –mandatory– nutrition facts and also a few words on the products' identity that were initially written to guide us and would now support the USP of the product.

The final choice uses a color code for the name of each label, common illustrative narration of the ingredients, always starting from the value "Greek sun", and in the labels for foreign markets the "Greek recipe" logotype, which also encourages the product's lifting in order for all four sides to be read. In the design's terminal phase, over 30 mock-ups were market-tested by Pelekan in Greece and abroad. Among the overall positive feedback, it came up that men like it more! Maybe because the jarred RTE goodies are associated to... mummy! Bon appétit!

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