Slaying the clichés for a food brand fit for the gods.
Scope: Brand Identity, Brand Creation, Packaging Design, Art Direction, Digital.
Aphrodite’s is a luxury food brand based on Eastern Mediterranean cuisine. With supper clubs, retail products and more, we were asked to create a premium brand design. It needed enough flexibility to live beyond the restaurant identity and retail packaging, and appeal to high-end retailers, restaurateurs and diners.
Swerving the usual love and beauty tropes associated with the goddess, we celebrated the more extraordinary Greek myths. Thanks to artist Andrew Davidson, individual hand-carved wood-block illustrations beautifully illustrate the darker stories of Aphrodite. The goddess features throughout with a golden ‘A’ monogram, with undulating lines alluding to her flowing golden hair.