Project Overview
Paradosie was one of the most interesting projects. The reason was that it offered the opportunity to start from scratch. There was no founding base to begin with, not even a name. That of course was a challenge by itself.
So the project began with a lot of research on the idea behind it: Create an identity and packaging, for the family Greek extra virgin olive oil, communicate the brand and offer it to the market online. The exploration process focused on the product itself (Olive oil) and the various properties stemming from it: the olive tree, the olive fruit, the indigenous variety (Koroneiki), the olive oil types, the olive oil extraction process, the seasoned cultivation etc.
These initial findings were then combined with the other elements: the values and characteristics that stand out and build upon the uniqueness of the product’s identity.
Conceptual Analysis
WHO:
Family, History, Roots, Greece, Faces, Values, Beliefs, Faith, Olive Tree, Grove
WHAT:
Health, Life, Taste, Instructions, Manual, Tradition, Culture, Knowledge, Nature, Wisdom, Preserve, Lifeline, Way of Life, Routes, Voyage, Crossroads, Effort, Toil, Process
WHY:
Creation, Responsibility, Necessity, Respect, Impact, Sustainability, Solution
VISION:
Health, Environment, Development, Idea, Culture, Future, Fusion, Transition
Project
Paradosie (paráðosi) – A Greek family legacy of cultivating the olive tree.
Client
Paradosie
What Was Created
Full branding identity system, Website, Packaging, Printed promotional materials
URL
Creating the Paradosie brand.
Concept evolution and
building on the narrative.
All the interesting data collected through the research process helped in learning the product itself and forming the basis to built its identity. Naming it was another challenge. Utilizing the recent knowledge obtained from the product analysis, a few proposals were made and finally the name Paradosie was chosen.
Paradosie (Παράδοση -pronounced: paráðosi), is Greek for tradition. Its about “the transmission of customs or beliefs from generation to generation” as Google Translate explains. And in essence, that was the concept behind the whole idea: Paradosie – A Greek family legacy of cultivating the olive tree.
It is the notion of preserving the rich, valuable wisdom passed to us from older generations and enriching it with modern scientific findings. Its about reviving the best practices of our cultural heritage that respect a more natural way of life.
The olive tree, was found to play a decisive role in connecting the conceptual properties that had to be established and communicated. Initial sketches of the symbol focused on the the tree branches as an archetype for life. Exploring the idea of life, led to rivers (the water element) and cities (the civilization element). Bird’s eye view of city maps exposed the vital role of city streets as lifelines of civilization and culture. A similar approach on geographic maps of rivers, explained the important role they play in sustaining environmental equilibrium.
A frame was placed to emphasize the “lifeline branches” and distinguish from the tree leaves and fruits. The branches are the crossroads of life itself. On the bottom, a key pattern was used to signify all the history brought from the past and to also work as a solid certification.
