Founding Creative Partner: George Karayiannis
Founding Managing Partner: Emmanouela Bitsaxaki
Graphic Designer: Sofia Pliakopanou
Studio Manager: Alexandra Papaloudi
Photographer: Stelios Tzetzias
Food Styling: Michael Athanasiou
Copywriter: Despina Sakellaridi
Account Manager: Olympia Aivazi
Project Type: Produced, Commercial Work
Location: Athens, Greece
Packaging Contents: Tomato Sauce
For 3 decades, Pummaro has been the leading brand in the tomato product category in Greece in terms of awareness and usage. Though it continues to enjoy the highest level of loyalty compared to its competitors (PL products and other well-established local brands), UNILEVER Hellas felt that the brand had been commoditized and was failing to adequately differentiate itself from competition. Research carried towards the end of 2014, made it apparent that while Pummaro continued to enjoy all the love of a major brand, its older consumers felt that the brand “has been resting on its laurels” and "not really giving a solid reason-why for price premiumness".
The challenge set for 2yolk branding was to create a striking rebrand and packaging for a range of 17 Pummaro products that better communicated the unrivaled taste and quality of the product along with the caring and generous character of the brand. A brand that for a long time now has been actively supporting the Greek land and its agricultural community and therefore continues to be a worthwhile choice for the consumer.
The new identity and packaging for Pummaro makes it the proud market leader again by boldly communicating the product’s unique characteristics and the brand’s true love story for the Greek sun-kissed tomatoes, the land and the people who produce them and those who enjoy them!
"The revival of an iconic and still leading brand such as Pummaro was a delicate process and a true challenge for UNILEVER. 2yolk dealt with this project gracefully by bringing imagination and creativity into the rebranding while managing to rethink Pummaro, grounding the design in the roots of our brand's truth of care, authenticity and sustainability. The new packaging came to remind our customers of what makes Pummaro so special." - Dimitris Serifis, Marketing Manager Savoury & Dressings. Unilever Greece.
It helps communicate the brand's sustainable agriculture methods.