We repositioned one of Greece’s biggest brands for an international audience, defining their philosophy of ‘A good life, shared’, and taking it global.

DODONI's Bold Space

Good life, shared

BACKGROUND:

Despite being a famous and much-loved brand in Greece, DODONI was more of a niche product in the other 50 countries it is sold in. Greek food and the Greek way of life, however, are loved the world over. We needed to export this mindset along with all DODONI’s wonderful products.

HOW WE GOT THERE:

Moving away from the clichéd mosaic tiles and illustrations of Greek gods, DODONI’s new positioning focused on the real Greece evoking their warmth of hospitality, the spirit of ‘filoxenia’, dining as a social experience, and sharing. A way of life that is about sharing simple, indulgent experiences with those we care about. This window into one of the best parts of Greek life formed the backbone of a new global positioning and brand guidelines, global campaign, website, packaging and social strategy.

REPOSITIONING | BRAND GUIDELINES | PACKAGING | GLOBAL CAMPAIGN | WEBSITE | ORGANIC SOCIAL

ENJOY THE LITTLE MOMENTS

The new brand identity encapsulated the feeling of ‘Good life shared’ in a way that was easily adoptable by local markets.

PACK EVOLUTION

We refreshed the packaging, blending familiarity with appetising, luxury food photography and making more of the distinctive design elements.

WEBSITE REFRESH

The new website acts as a beautiful, simple, luxurious shop window of what makes a ‘good life shared’, as well as offering information about the full product range and recipes.

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PHOTOGRAPHY ASSET BANK

We developed a bank of brand photography for markets to use locally across platforms. Greek food made with DODONI took front and centre, whilst always being wrapped in a good life, shared moment.

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GLOBAL BRAND CAMPAIGN

Our European relaunch campaign takes a series of perfect sharing moments and makes them resonate culturally with bitesize pearls of Greek quasi-wisdom. We wanted to bring the brand’s characterful warmth to the forefront whilst showing that life is always made better when sharing great food.

Five films brought to life the moments of Greek quasi-wisdom on how to share a good life, always linked to product and a serving suggestion.

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A GOOD LIFE, SHARED

Social media was used to build DODONI’s brand ecosystem and target key audiences with the things they love. We brought recipes, both timeless and new, Greek food influencers and stories of a Good Life Shared together to paint a beautiful picture of the world of DODONI and its benefits.

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