Savour the City
Creative Direction:Alexandros Gavrilakis
Naming & Copy:Eleni Tranouli
Art Direction:Yan Petris
Celebrating the richness and soul of Athens with a brand experience so full of texture and feeling, you can almost taste it.
Dathènes is a new beer that encapsulates the very essence of multi-layered, sun-drenched Athens. Light, crisp and slow-brewed, Dathènes is made for those who seek to savour the city of Athens — our city — from a bright and fresh perspective. The strategic goal was to successfully position Dathènes in a highly competitive market of locally produced, artisanal Greek beer, through the concepts of Mediterranean cosmopolitanism, a vibrant urban mood and joyfulness.
We created a total branding experience for Dathènes, starting from the initial positioning strategy and naming — followed suit by the detailed visual identity, which emerged from the core idea of an exciting new beer that is not only ‘made in Athens’, but also ‘made of Athens’.
The bespoke logotype, symbol and overall visual language comprise the basic branding elements, which were applied to packaging, online communications, marketing materials, brand videos, signage and more.
The name of the brand itself highlights the beer’s origin, as it comes from the French phrase “d’ Athènes”, meaning ‘from Athens’ or ‘Athenian’. Turquoise and white were chosen as the brand colours, while the logotype combines an artisanal feeling with a laid-back and effortless mood. In the same vein, the brand symbol is the initial D in the form of a sailing boat under full sail. As for the label, it’s divided into three parts representing the three layers of Athens: the sun, the sea and the city. Finely illustrated backgrounds are inspired by these three layers, adding movement and structure to the overall label composition.
Specially crafted for balmy days, seaside reverie and urban exploration, Dathènes places a strong emphasis on the experience of the city, through a diverse and versatile toolbox of visual branding assets, including hand-written type ‘signatures’ and illustrations — rendering the Dathènes brand experience so full of texture and feeling, you can almost taste it.