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Refreshed label graphics conjure Mediterranean warmth

The Peloponnese brand of Greek and Mediterranean food specialties gets a new visual identity that puts its namesake—the Greek village of Peloponnese—front and center.

Source Atlantique introduced new packaging graphics for all 14 of its products.
Source Atlantique introduced new packaging graphics for all 14 of its products.

Picture yourself in the sun-drenched village of Peloponnese in Southern Greece, with the blue Mediterranean ocean and rustic hillsides surrounding you. That is the feeling international brand and packaging design agency Bulletproof worked to evoke with the redesigned packaging graphics for Source Atlantique’s Mediterranean food products. Source Atlantique is a New Jersey-based specialty importer and distributor of international food brands. Its Peloponnese line of Greek and Mediterranean products includes olives, spreads, grape leaves, roasted sweet peppers, and sesame tahini, among other items.

While products in the Peloponnese line have earned a reputation as being among the finest, most authentic Mediterranean cuisine in the world, the brand’s former packaging was not reflective of the passion and skill that goes into the production of the artisanal range.

“The previous Peloponnese packaging was a product of a bygone—and less-effective—era of graphic design. It was an amalgamation of overly complex design elements that failed to print properly and as a result, gain the necessary distinction on shelf,” says Bulletproof. “On a basic brand level, the vibrant soul of Peloponnese lay hidden beneath layers of artifice. The branding lacked pop at shelf, and a poorly crafted watercolor illustration was based on outdated visual codes of foodiness and premiumness.”

Source Atlantique’s goal with new package design for its 14 product varieties was to establish the brand as a leader in its category, appeal to a new generation of consumers looking for culinary adventure, and create a system that would make product navigation easier for consumers.

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