This project required conceiving the name of the brand as well as designing the entire branding of this new business. The assignment had a twist since this new brand is an affiliated business of a loyal customer and some connotations and reference links had to be implied. The business is a luxury delicatessen, coffee/pastry shop and wine cellar, hosting wine tasting events, in the heart of Chania’s Venetian harbor.
The brief included adjectives such as premium, luxury, top, fine, sophisticated, chic, timeless, of quality. The name Philocaly, is a Greek word, meaning “The love for beauty”. It was inspired by the values and premium quality that defines the business, from interior design to actual, high end products. Gold and black was an inevitable choice when one thinks of opulence, reliability and quality. The fonts used, sign-seal-deliver abundance, boldness and status, whereas the free style colorful and voluptuous illustrations contradict the precision and austerity, infusing a splash of playful aesthetics. The result is used in multiple applications, from business cards, to shop’s signs, packaging, customer’s bags and personnel uniforms.