Just before the end of 2009, Colibri was asked to present its proposals for PALIRRIA's new line of frozen ready meals: a collection of traditional Greek dishes, like "moussaka" and "gemista", intended for the International market.
A comprehensive discussion with the client revealed the need to underline the products' Greek identity and to create an overall image of supremacy when compared to competitive products, inspiring the consumers' reliance on the verity of the claimed quality features. These conclusions consisted the basis upon which we started to build PALIRRIA's new brand and naming it was the principal step. Having in mind the desirable result, we came up with a long list of names and descriptors, all sharing the same concept: the main attributes of the Greek Cuisine, according to the common perception expressed in a global language, emphasizing in the new brand's suitability and potential to later launch in the Greek market as well. Among the proposed names were "Greek tavern", "Familia", "Old Oven", and "Today's Special".
After a couple of presentations and a lot of consideration, prevailed "Today's Special" along with the motto "authentic Greek recipes", incorporating the new brand's philosophy and mood. The blackboard announcing the dishes of the day, seen in almost every tavern in the Greek islands and the Mediterranean food-styling, evoking the warm and cozy feeling of a family lunch, ideally state the new line's positioning: authentic Greek flavors, homemade recipes, traditional cooking, quality.
Principal branding features, name and brief description of each product, color palette of the secondary graphics, nutritional elements and Palirria's signature were applied in all six products of the "Today's Special" line (Moussakas, Gemista, Lahanodolmades, Briam, Vegetarian Moussakas, Kolokythakia gemista).
"Today's Special" are to be presented for the first time in the international food exhibition SIAL 2010, on 17-21 October. For the new line's promotional needs, we designed a 12-page sales presenter, including a detailed presentation of each product's origins, recipe and nutritional value and a newspaper-formatted newsletter, including Palirria's 50-year history in the ready meals industry, as well as its product lines.