Athenos, owned by Kraft Foods, has always been a leader in the specialty deli aisle with a strong reputation for quality. However, competition grew stiff in the cheese, hummus, and pita chip categories, and the brand seemed stuck in the past. The visual expression of the Athenos heritage felt dated, old world, and out of synch with the freshness and quality of its products.
Athenos: A fresh look at an old world
Challenge
Athenos struggled to differentiate itself and started to lose market share—the competition was winning on shelf with clean, modern packaging. Landor was asked to redefine this iconic brand and reengage the customer. The challenge was to breathe life into the Athenos brand idea “true Mediterranean style” and give it a modern twist. This would drive relevance with the brand’s younger, hipper audience—outgoing urban young adults who enjoy exploring new tastes and cultures.
Solution
To give the brand a modern spin, we reinterpreted the Athenos brand positioning. We drew inspiration from the characteristics of the Mediterranean—the authentic and fun-loving aspects—that would appeal to the young target customer. For the hummus and feta lines, we developed fresh green packaging complete with a versioning system, updated brandmark, and gorgeous photography. Our design was so well received the Athenos brand team asked Landor to extend the design throughout the entire portfolio, including its blue cheese, Gorgonzola cheese, and pita chip lines. The vibrant green packaging on the shelf creates a compelling brand story throughout the deli. Once again Athenos is positioned to be a leader in the specialty deli aisle.
After: The updated identity is set against a modern pattern and the packaging is fresh and green.
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