Creative Director, Designer: Alexandros Gavrilakis
Project Type: Produced, Commercial Work
Client: Cardinal, The Food Company
Location: Athens, Greece
Packaging Contents: Sauces, Vegetables, Tropical Fruits, Noodles
Packaging Materials: Cans, Bottles, Paper Boxes
Counting 21 years as an importer and seller of the most established brands in the Asian food business, Cardinal The Food Company, commissioned us to breathe new life into its own-brand range of products.
Apart from creating a consistent brand identity that would unify the 6 different product categories and 50 SKU’s, we set ourselves the challenge to devise a set of visual assets that would be appealing to consumers who are looking to purchase authentic Asian products but also, to all the young culinary types craving for unique foods and flavors.
With food being embraced as a vehicle for self-expression and storytelling, Cardinal's new product range was designed to tell the story of a “meaningful union between the East and West”. On each pack, the Asian-inspired brush typography harmoniously coexists with the illustrated recipes and the slogan “Learn to Wok” calling out to all those who value authenticity or even, an authentic mash-up such as Mexican dumplings or Korean BBQ tacos!