The Brief

I had the pleasure of working with a Greek fine food store based in Ghent. The client approached me to create a complete brand identity that would position their delicatessen as a modern, sophisticated destination for Mediterranean cuisine and wine. The challenge was to honor Greek heritage while crafting a contemporary visual language that would resonate with a Belgian audience seeking quality and authenticity.

The Creative Process

The client’s vision was clear: a sober, modern graphic identity with a special focus on wine — a central element of Greek gastronomy and their product offering. This became the conceptual anchor for the entire identity.

My approach was to weave Greek cultural references into the design in a subtle, sophisticated manner. The logo became the focal point of this strategy: I cleverly integrated a wine bottle silhouette into the letterform, creating a dual-reading mark that works both as typography and as a symbol of the store’s wine expertise.

The typographic direction reinforced this cultural connection. I selected an elongated typeface that subtly evokes the verticality and elegance of Greek columns — creating a visual bridge between ancient architectural heritage and contemporary design aesthetics. This choice gives the brand a refined, timeless quality while maintaining the modern sensibility the client desired.

The Result

The branding expanded into a comprehensive visual system including menus, business cards, aprons, food bags, and social media assets — all unified by the cohesive identity. Each touchpoint maintains the balance between Greek authenticity and modern Belgian design sensibility.

The result is a brand that feels both rooted in Mediterranean tradition and perfectly at home in Ghent’s contemporary food scene, giving the delicatessen a distinctive, memorable presence that elevates the customer experience.