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This is Some Packaging Seriously Fit for the Gods

by Natalie Mouradian on 02/21/2017 | 3 Minute Read

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This is some packaging seriously fit for the Gods - well maybe one Goddess in particular. Aphrodite's is a high-end line of Mediterranean-inspired condiments. To fit this brand profile, Midday designed the elegant and expressionistic packaging that is directly inspired from Greek mythology. The details are exquisite, from the wonderfully detailed handcrafted illustration on the label to the delicate gold-foiled "A" that represents Aphrodite. We definitely think the goddess of love herself would approve.

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"Aphrodite’s is a brand creation for a high-end food offering based upon the cuisine of the Eastern Mediterranean. The brief was to imbue restaurant quality throughout the brand whilst appealing to high-end retailers and restaurateurs." 

"Aphrodite, the Olympian Goddess of beauty is the main focus of the brand. Sprung from the dark-blue depths of the Eastern Mediterranean sea, she is historically represented as a beautiful woman with flowing golden hair." 

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"We subtly depict Aphrodite with a golden ‘A’ monogram, it’s undulating lines referencing her flowing golden hair and birth from the waves. Banishing the stereotypical clichés of love and beauty we deliver the lesser known stories of Aphrodite. Her extraordinary myths are illustrated to enchant consumers and elevate the brand to godly status. An example of which sees Aphrodite transforming into a fish to flee an attack of the Typheous, a monster described in ancient texts as a winged giant with vipers for legs." 

"Illustrations are traditionally hand-cut and printed from wood block by renowned craftsman Andrew Davidson."

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Agency: Midday

Creative Partners: Will Gladden & Claudio Vecchio

Illustration: Andrew Davidson

Location: London