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Food fit for the gods. Banishing the clichés in search of the darker side of goddess Aphrodite.

Scope: Brand Identity, Brand Creation, Packaging Design, Art Direction, Digital.
Awards: Pentawards.

Aphrodite’s is a high-end food brand based upon the cuisine of the Eastern Mediterranean. With supper-clubs, retail products and more, our challenge was to create a premium brand design with the flexibility to transcend restaurant identity and retail packaging, appealing to high-end retailers, restaurateurs and diners alike.

We banished the stereotypical clichés of love and beauty often associated with the goddess and instead 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 is depicted throughout the brand with a golden ‘A’ monogram, its undulating lines reference her flowing golden hair.