Armed with the ambition to sell their Greek food products in the U.S. and a desire to win over the American consumer with superior flavors and quality, we were asked by a manufacturer to position, name, brand, and design packaging for their pistachio products.
According to the USDA, consumption of pistachio nuts is increasing due to their health benefits. But these pistachios were Greek. In the past decade the popularity and sales of Greek food products has exploded due to the attention focused on the healthful Mediterranean diet. So, we positioned the product as a healthy imported Greek product.
Naming was the next step. Our solution, “Hellas Farms,” communicated the brand's origins using the original name English-speaking people used for Greece. Next, we solidified the message with the tagline “The Flavors of Greece.”
Using carefully selected iconography, images, colors, and fonts to evoke the “Greek” origination of the product, we created a design for mass-marketing Greek Pistachios which would appeal to consumers in the 25+ category, and stand out in the salty snack sector of grocery or at the checkout-stand.
Hellas Farms Greek Pistachios have successfully made their way across the Atlantic to the American consumer and are selling well in natural and convenience stores.