Dodoni
Repositioning and rebranding a Greek national treasure for international markets.
Background
Though DODONI is a beloved brand in Greece, it remained a niche product in the 50 other countries it’s sold in. Greek food and culture are globally cherished, so we needed to export this mindset alongside DODONI’s products, sharing the Greek way of life internationally.
How we got there
Moving away from clichéd Greek imagery, we focused on the real Greece - its warmth, hospitality, and the spirit of ‘filoxenia’. We positioned DODONI around the joy of shared, indulgent moments, forming the backbone for global brand guidelines, campaigns, packaging, and social strategies.
Enjoy the little moments
The new brand identity captured the essence of ‘Good life, shared,’ making it easily adaptable to local markets worldwide.
The visual element
Inspired by Greece’s iconic archways, we used the arch as a central design element to represent Greek life globally. This distinctive asset was applied across social media, photography, and film, creating instantly recognisable brand visuals.
Packaging evolution
We refreshed DODONI’s packaging by updating its iconic red stripe and blending it with appetising, high-end food photography, enhancing its international appeal.
International website refresh
We designed, built and launched a new website across seven markets, becoming a hub for the ‘Good life, shared’ with product information and authentic Greek recipes, catering to both expats and global lovers of Greek culture.
Photography asset bank
We developed a bank of brand photography, placing DODONI’s Greek food front and centre, always wrapped in a moment of shared joy, available for local markets to use across platforms.
Illustrations
Our new illustration style for DODONI captures modern Greece’s warmth and soul, celebrating the richness of shared moments and the playful, familiar personality of the brand.
Global brand campaign
Our European relaunch campaign focused on perfect sharing moments, enriched by Greek quasi-wisdom. We aimed to highlight DODONI’s warmth and the joy of sharing great food, brought to life through five films linking products to serving suggestions.
A Good Life, Shared
Social media brought DODONI’s world to life, combining recipes, food influencers, and stories of a ‘Good life, shared’, building the brand ecosystem and targeting key audiences.
Tracking in BoldLens™
Using BoldLens™, DODONI tracked the global campaign’s effectiveness. In the short term, we saw a 2000% YoY increase in web sessions during the first month. Long-term, Brand Pulse Check surveys across all markets, including Spain, the Netherlands, and Austria, showed significant increases in awareness and recognition, offering valuable insights throughout and beyond the campaign.
'We’ve been absolutely delighted with Boldspace’s work in producing the Good Life Shared brand platform & international advertising campaign. The strategy, creativity, and execution across multiple platforms exceeded our expectations – and has ultimately taken our brand to a new level. We’re incredibly pleased with the positive results so far, and can’t wait to see how this work will continue to make an impact for our brand across our international markets.'
Sebastien Navarro
International Marketing Director