So & Jo

2Yolk wanted to know: how do you explore the limits of “Greekness”? So & Jo offers simple and quick Greek meals and it’s aimed at the European market, so the agency wanted to create something that would fall in line with international codes of taste and quality. Foods are put in identical packs, with detailed background images of the ingredients and colors changing based on the flavors and foods. Focusing on fresh ingredients, the Greek foods can appeal to anyone looking for a healthy and delicious meal option.

“At 2yolk, the decision to not lead the branding of the new line of the 3P food industry down the crowded path of Greek Chic gave the cue for us to design packaging that avoids the clichés of the Greek exported products but also of this specific category. We designed and named the new brand with a pop attitude, one that fits a line of simple dips for everyday snacking… with an exotic tone.”

“The brand name So & Jo resulted from the names of the creators of the 3P industry, with the intention to create a duo of friends like the ones who daily raid our fridges for a treat. We designed the packaging choosing a series of bright, pop art colours, discrete engravings of the main ingredients of each recipe and a vivid font that draws the attention to the original Greek names of the recipes, winking at the international cliché ‘it's all Greek to me.’”

Designed by: 2Yolk

Country: Greece

City: Athens