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Nurturing a lovebrand

Misko New identity Branding and Packaging

Client

Barilla

Contributions

Portfolios & Architecture

Brand Strategy

Identity Design

Packaging Design

MISKO is among the few most prominent brands in Greece, a real Greek lovebrand. We revisited the brand’s identity and came up with a new logo and packaging design system that respects MISKO’s rich heritage

After exploring the brand and its heritage, we took into consideration the brand’s architecture and evaluated its visual identity and packaging. We focused on the illustration of monk Akakios, the iconic brand hero. Enlarged and simplified, the monk is now looking directly at the viewer to convey honesty and brand integrity.

The design style is reminiscent of vintage linoleum printing techniques for a nostalgic feel. The wordmark has been revamped by removing the serifs, reducing the curve and redesigning the letters in a bolder and geometric approach.

The main fuchsia color, a strong brand asset, has been retained, while all gradients have been changed to flat colors to enhance a pure, clean and direct feel.

Typography has been carefully selected and secondary graphic elements have been redesigned to build on the packaging’s more modern, simple and straightforward character, while keeping it welcoming, familiar and friendly.

The revamped visual identity has modern elements and absence of clutter, having kept the brand’s legacy and iconic constituents. The new identity is the brand’s commitment to keep moving forward, in respect to its roots.

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