Νῶμα (Noma) – Chios Gum, Lidl.

Νῶμα (Noma) is a Greek brand by Lidl with a broad portfolio of quality food and beverage products characterized by local ingredients, regional flavors, and traditional recipes.

We were asked to design the packaging for a sugar-free product range of chewing gums with Mastic PDO from Chios island. Chios is the Greek island where Mastic has been produced for more than 2500 years (protected designation of origin). The brand’s core values are authenticity, tradition, honest locality, but also nostalgia (“νώμα” means remembrance, memory in ancient greek).

We decided to use as our primary vehicle the “Ξυστά” (ksistá), the distinctive decoration elements found outside every house of the village in Chios most known for its quality mastic. The vibrant color palette was inspired by the characteristic colors of the local scenery to reflect the product’s locality further. We used watercolors to highlight the playful character (fitting a gum brand), while the watercolor textures and tints enhance the connection with the past.

Client: Lidl Hellas
Launch date: 2022
Chief Creative Officer: Kostas Kaparos
Lead brand & pack designer: Amvrosios Palamidis
Designer DTP: Amalia Zachou
Illustrator: Natalia Mavrota
Brand name: Yorgos Garefalakis
3d renders – post: Kleonas Zisimopoulos