Almarai set out to create a new Greek food brand for the Saudi Arabian market. 2yolk developed Trofos from the ground up, from brand strategy and naming to brand identity, packaging design and activation. Our challenge was to create an authentic Greek proposition without relying on the familiar visual clichés of Greekness – and with the potential to grow into a broader food portfolio. The brand strategy and naming began with the Greek idea of nourishment. Trofos derives from trefo (τρέφω) – to nourish, nurture and sustain growth and wellbeing. A short, distinctive name that gave the brand more than a Greek origin: it gave it meaning, rooted in care, purity and the simple goodness of food.

Greek ceramics became the inspiration for the brand’s visual identity. The plate – a place where food, craft and hospitality naturally meet – became our canvas. Its familiar form was reinterpreted through a contemporary lens, creating a distinctive visual language inspired by Greek ceramic traditions without reproducing any single historical style.

Trofos Feta became the brand’s first expression in the Saudi market. The packaging design translates the identity into a strong shelf presence, balancing Greek provenance, appetite appeal and clear product communication, while establishing a flexible brand system designed to grow across future products and formats. Beyond packaging, Trofos extends into photography, storytelling and in-store activation, creating a broader world around Greek food and hospitality. The result is a new food brand for Almarai that brings together strategy, naming, identity and packaging in a contemporary expression of Greece.