Platho Igeia - New Brand Development

The Challenge: Mills of Crete, one of the largest flour producers in Greece, wanted to create a new umbrella brand, for all their flour enriched products, targeting bakeries nationally, and end-users/consumers, via the end products (break, cookies etc.) purchased at the bakery. The new products, an innovating offering for the Greek market, include different types of enriched flour, containing, for example, ingredients like Omega3 or sterols. Brandessence / CBX was retained to develop the new brand which focused on healthy diet habits.

The Solution: The project entailed, branding strategy development, naming and packaging design. Platho Igeia, was the name selected for the new brand for its communication power to both bakers and consumers. Platho Igeia, ”baking/kneading health” in English, is a clever wordplay, communicating the use of flour in contributing to a healthy diet . Earthy colors were principally used, in order to communicate the brand’s connection with nature and benefit as a healthier alternative to regular flour. Specifically, orange and brown where used, as they are also the mother brand’s “Mills of Crete”, corporate colors .The new logo symbolizes, both the origin of the product- a sheaf of wheat, and its goodness and care- the human element of a hand receiving it. An effective house-style was applied throughout all applications, from product packaging, to posters and brochures, to commercial trucks; in order to create a strong and consistent brand image and build brand awareness. The result is a modern and friendly product identity, effectively applied across all points-of-touch.