HEROS
The story
Our client, Nikolaou, owner of Nikolaou Winery, came to us to discuss his plans to launch a new ouzo brand. As our discussion progressed it became clear to us that the goal was to target tourists with a taste for design. Is there a best way for communicating Greek values than the naming and packaging of a product?
Services
The name
The naming research focused on English words of Greek origin, aiming to find a name that would be understandable to foreigners while expressing values intrinsic to Greek culture. Thus, we settled on ‘hērōs’! This word is recognizable not only to Greeks but also to tourists, and its spelling with accent marks hints at its ancient Greek roots (ἥρως). Additionally, the name pays homage to Greek fishermen, representing the everyday hero who bravely battles the waves and weather to bring in their daily catch. Without these heroes, summer and ouzo just wouldn’t taste the same.
Packaging
It was clear to us that the packaging was not intended for tourists interested in Greek folklore culture. Therefore, a realistic portrayal of Greek fishermen was not suitable. Our target customer persona, as defined in collaboration with Nikolaou Winery, is the sophisticated traveler who wouldn’t be drawn to a traditional Greek column ouzo bottle. Instead, we opted for an illustrated fisherman depicted in a flat geometric style. The light-blue coating of the bottle represents the color of the sea that surrounds Greece. On the back of the bottle, you’ll find the story behind the name ‘hērōs’ along with additional production information, alcohol percentage, and a barcode designed to resemble waves, tying into the overall concept.
