Paramythi espresso
This project occurred when a coffee shop owner decided that he and his costumers would like to drink his own coffee. So I was asked to design a new brand and packaging for Paramythi espresso coffee. Lots of applications followed.
"Paramythi" in greek means fairy tail. Old grandmothers used to tell fairy tails while they were knitting "roka", a woolen ball that turned out to be a cloth. For the design of the logo i combined this element with an image of a coffee plant.
The hard part of the briefing was to preserve the colours of the coffee shop (Paramythi) in order to maintain a basic uniformity. At first I tried to use all these four colours to the brand as less playful as I could but I realized that the nature of this venture allows me to design as playful as I wanted to. So I started doing colourful illustrations the would fill the package.
The most important part of the design, in my opinion, is the concept. So in order to begin designing things you must lead to some decisions. The next step that I take is doing some drafts on this concept and decide that you will use a series of elements in your illustration. I always start designing, whatever the brief, on paper. I do some rough sketches with pencil in order to design the main style and then i scan and proceed to my computer. Paramythi finally reached having illustrations that describe the whole process of the coffee production on one package and the decaffeination on the other.
I think that the most important feedback from people was that they confirmed what I mentioned before, that the concept is the most important thing in graphic design. Another thing that they loved was that illustrations was pretty much the same while they described other processes for each product, that they were a series of products with a recognisable similarity.
