Creative Agency: mousegraphics
Project Type: Produced, Commercial Work
Location: Athens, Greece
Packaging Contents: Dried figs
“Our dried figs are harvested and prepared after the best local traditions. We need a packaging design that will convey this quality and translate it to an international look.”
The target consumer:
Consumers of all ages.
Figs are described in ancient Greek literature by the likes of Homer, Plutarch, and Theophrastus. They are celebrated in Greek folk songs along with local fauna and flora. We talked a lot with our client on this background and researched the images related to it at the area of their provenance (Laconian Molai) and beyond. We used a well known Greek proverb that describes magpie love for figs and transcribed the motifs of precious household fabrics to a geometric, heraldic pattern. We were so inspired by the exercise that we created two packaging variations: the first includes the cut out of a fig leaf that moves in a playful reference to the legendary role of concealment that the plant had in humanity’s originary past.