The client —
According to Greek mythology, Demeter is the goddess of harvest and agriculture, who presides over grains and the fertility of the earth. Demeter is the basis of all life, she is Mother Earth. This was the inspiration for the name of the product Vios (Βίος), which means “life” in ancient Greek. The number 5 represents the five key components contained in the beer: barley, wheat, rye, corn and rice. Five products of the Greek land that blend harmoniously and create a rich and full taste; a balanced fusion that makes Vios 5 special and unique. The product is sold through all major retailers in Greece as well as the alcohol distribution channel.
The creative concept —
In the brief, the client asked us to focus on some key points: Greek origins, locality, microbrewery, 5 grains (product claim), crafted feeling and special character, just like its taste. “We want a brand with a distinguished and unique style. This is not a limited edition premium beer, but not a mainstream beer either. We want to create a new category in the Greek market.”
The deliverables included the brand identity, the packaging design for the bottles and cans, as well as all the POS material for the launch of the product. Our favorite piece of the project was the beer can, featured below, since it is the first beer in a slick can in the Greek market.
