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WorkGraphic Design

London studio Midday creates new identity and packaging for Aphrodite’s

Aphrodite’s, a luxury Eastern Mediterranean food brand named after, you guessed it, the goddess Aphrodite, recently hired Midday to create its brand identity and packaging.

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Two jars of Aphrodite's luxury food brand with black lids against a dark blue background, featuring hand-carved woodcut illustrations of classical figures and mythology scenes on their labels

Led by creative partners Will Gladden & Claudio Vecchio, the London studio said of its design: "Sprung from the deep-blue depths, Aphrodite is historically depicted as a beautiful woman with golden hair. We reference the goddess with a golden 'A' monogram, it's undulating lines referencing her flowing hair and birth from the waves.

"We banish the stereotypical clichés of love and beauty, celebrating instead extraordinary Greek mythology. These epic myths are meticulously illustrated to enchant consumers."

The identity includes a woodcut illustration traditionally hand-carved and printed by renowned craftsman Andrew Davidson. To find out more, visit middaystudio.com.

All images courtesy of Midday

Aphrodite's logo in white uppercase letters on a dark teal background
Three black wine bottles with cream labels featuring intricate woodcut illustrations of mythological figures with wings and flowing hair against a dark blue background
Open pages of Aphrodite's packaging showing intricate woodcut illustrations of mythological creatures including a winged lion, serpent and sea monster in black ink with gold leaf details
Three black jars with white circular labels for Aphrodite's Pomegranate Ketchup against a deep blue background, showing product packaging and ingredient information
Two pastry rolls and a dark chocolate piece arranged on a textured grey plate with scattered crumbs
Detailed engraving showing Aphrodite and the Triton drawn chariot, with classical hatching technique and ornamental style
Person wearing Aphrodite's blue apron drizzling golden oil over a plate of Mediterranean salad with mixed vegetables and herbs
Close-up of Aphrodite's packaging showing "POMEGRANATE KETCHUP" label with gold lettering and detailed woodcut illustration of pomegranates and foliage in black ink on white paper
Golden monogram letter A with undulating lines referencing flowing hair, on a deep blue background
Aphrodite's business card with navy background and rose gold lettering displaying the brand name, email, phone number and website
Hands holding a wrapped flatbread filled with grilled meat, fresh greens and red vegetables from Aphrodite's
Aphrodite's website displayed on an iMac showing recipe content alongside styled food photography of prepared dishes
Three broken eggshells with golden interiors arranged on a wooden block against a grey-blue background
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