Ipirotissa Athinagoras

Ipirotissa is a high-end delicatessen chain with a small number of carefully selected stores, known for its premium service, curated food selection, and emphasis on quality. Its presence at the Golden Hall, Athens’ most luxurious shopping destination, was further strengthened through its collaboration with acclaimed chef Athinagoras Kostakos. Together, they introduced a new collection of freshly prepared healthy bowls, signature sauces, and soups designed around freshness, balance, and contemporary eating habits.

The challenge for the identity and packaging design was to visually capture this sense of freshness and craftsmanship without relying on the predictable aesthetics often associated with healthy food products, while at the same time conveying the curated fine-food character that defines Ipirotissa.

At the centre of the visual language lies a continuous flowing illustration style inspired by spontaneous pencil sketches and instinctive hand movements. The line moves organically across the packaging, forming the outline of Athinagoras Kostakos in a confident, recognisable pose.

Its uninterrupted movement suggests the immediacy of something made by hand and on the spot. It brings the chef’s presence into the packaging without turning it into a photographic endorsement or a conventional portrait. The result feels expressive and human, intentionally distancing the range from the industrial character often associated with ready-made meal categories.

Typography remains clean and contemporary, allowing the illustration to become the central storytelling element of the identity. The colour palette is almost monochrome differentiating the line from the usual ready-made meals pattern.

Sustainability also plays an important role in the project, with fully recyclable packaging supporting a more conscious and contemporary food experience.

Rather than presenting ready-made meals as simple convenience products, the identity reframes them as part of a curated culinary experience shaped by creativity, quality, and care. It’s a reflection of what Ipirotissa describes as the “simplexity experience”: a carefully curated balance between simplicity and sophistication, where premium quality is expressed through clarity, restraint, and talent.