Νῶμα (Noma) – Cyprus flours, Lidl

Caparo

Athens, Greece

Inspired by Mother Earth, Noma flours celebrate craftsmanship, tradition, and artisanal culture in a modern and emotional way.

Noma (Νώμα) is a mass-market Greek brand by Lidl with a broad portfolio of quality food and beverage products characterized by local ingredients, regional flavors, and traditional recipes. The brand’s core values are authenticity, tradition, honest locality, but also nostalgia (“νώμα” means remembrance, memory in ancient Greek). We designed the packaging for two flour product lines produced in Cyprus.

Researching Cyprus’ rich tradition, we found great inspiration in the handmade folk art and detailed ornamented Paphos textiles. Initially, we designed a vector illustration on a grid following traditional embroidery techniques dating back to the 19th Century. To express the local character and handmade qualities in a modern and emotional way, we partnered with the artist and creator Porfyria Moschopoulou to make an analog prototype embroidery. Then we photographed and digitally processed the object to finally use it as the pack’s key visual across product lines.

Following the color coding of the market, the main line has 3 SKUs, and the second line, with 2 SKUs, is differentiated with inverted colors. A balanced palette between vintage earthy tones and eye-popping, vibrant hues helps the consumer navigate easily. It gives a distinctive look to the product lines allowing them to maintain a strong presence on the shelves.

Client: Lidl Hellas & Cyprus
Launch date: 2022

Caparo DC
Amvrosios Palamidis
Maria Kika
Kostas Kaparos

Partners
Yorgos Garefalakis (brand name)
Porfyria Moschopoulou (embroidery)
Kleon Zisimopoulos (3d renders/packshots)