A David and Goliath brand story: small stores with a big impact.
The branding of a chain of small stores aiming to change the landscape of the Greek dairy market, proved to be an exciting project. The first privately-owned retail network of the Mandrekas Corinthian dairy was designed to restore the tradition of old neighborhood creameries, with high quality products and honest pricing.
Faced with the modern-day reality of super market chains and incumbent dairy industries, these modern creameries were created to help every family cover its basic nutritional needs on a daily basis. This mission places these stores within a “David & Goliath” model on the contemporary market. The name “Mikra Megala”, meaning “little large” stores, is based on this duality, as well as on a Greek pun, where the word “Megala” (large) also means “with milk”.
The design project included the visual identity, environmental branding, private label products and all POP materials. We designed a series of simple and functional visuals that facilitate the operation of the self-service/quick-stop stores and illustrations that link the products to their natural ingredients and the Greek landscape.