GREEK HALVA

Fountoukoto
Rebranding a traditional Greek halva for a new generation.

Project overview: Fountoukoto is a contemporary reinterpretation of the historic Eleftheriou halva, created exclusively for Olicatessen. The project set out to transform a deeply traditional product into a modern, everyday indulgence, one that feels relevant, approachable and visually compelling to younger, design-conscious consumers, without losing its cultural authenticity.

The challenge was not to replace tradition, but to translate it.

Brand strategy: Halva in Greece is often perceived as nostalgic, ceremonial, or seasonal.
Our objective was to reposition it as: a daily treat rather than an occasional dessert, a pop & joyful product rather than a conservative one, a design-led object, not just a food item and a story-driven brand with roots and personality.

Fountoukoto becomes the bridge between heritage and contemporary lifestyle.

Product differentiation: Unlike classic halva, Fountoukoto is made exclusively from 100% natural hazelnut butter, with no tahini. This unique recipe allowed us to redefine both flavour and identity: richer aroma, softer & juicier texture, naturally sweet, lightly crunchy profile. This ingredient distinction became a central narrative and visual motif of the brand.

Visual identity concept

The visual language deliberately avoids folkloric clichés.

Instead, we introduced: bold & youthful colour palettes, hand-drawn illustrated hazelnuts as a recurring symbol, clean typography with subtle references to European delicatessen culture, playful composition that feels more “collectable object” than “traditional sweet”. The illustrated hazelnuts function both as decoration and as a storytelling device, immediately communicating the product’s uniqueness and inviting curiosity.

Packaging design

The halva is wrapped in paper, chosen for both functional and symbolic reasons: protects the product from light and temperature, allows the halva to travel safely, reinforces the idea of an artisanal & carefully handled object, aligns with sustainability-conscious values

The packaging transforms Fountoukoto into something portable, giftable and visually distinctive on the shelf, equally at home in a concept store, a delicatessen, or a design magazine spread.

Cultural narrative

Behind the contemporary surface lies a real story:

The Eleftheriou family, refugees from Axos in Cappadocia, have been producing halva for generations in Drama, northern Greece. Their craftsmanship, that passed down through decades, provides the emotional backbone of the brand.

Fountoukoto does not modernise by erasing the past; it modernises by reframing it.

Outcome

The result is a product that: respects traditional craftsmanship, speaks the visual language of today, appeals to modern & urban audiences, and stands out in both gourmet and design contexts.

Fountoukoto demonstrates how heritage food products can evolve into contemporary brands, not by abandoning their origins, but by designing new ways for people to connect with them.