The main purpose of "Creticos" is to promote Crete's healthy and natural lifestyle to North Americans. Crete is the largest island of Greece, the most Southern point of Europe and to many the cradle of Western civilization as we know it today. It's rich history, culture and lifestyle make it a praised place to visit, and it is still fairly unknown in North America. Cretan culture embraces authenticity, a healthy diet, and love for nature and wildlife. Tourism and agriculture are the main social and economic drivers.
Many of today's western laws and social principles were established dating back to the Minoan civilization 4,000 years ago. At the settlement of Gortyn (Minoans) in the southern part of the island, the "Code of Laws" was discovered scripted into a stone wall where you will find the principals of civil law, marriage, divorce, custody of children, mortgaging of property, and legal distinctions between different social classes to name a few.
The Mediterranean diet is well recognized for its health benefits and the Cretan Diet is one that embraces it further. It consists of food derived from "natural sources". Fresh and dried fruits, pulse (like lentils), endemic wild herbs and aromatic plants, and rough cereals are consumed in great amounts. Food of animal origin is more peripheral and dairy products are consumed in low to moderate quantities, as well as poultry and fish.
The main supply of fat is olive oil, and the olive is one of three core food plants, the other two being wheat and grapes. Extra virgin olive oil is comprised of more than 85% of unsaturated fats, and represents 90%+ of olive oil produced in Crete. Another essential feature of the Cretan cuisine is the moderate use of alcohol, mainly wine which accompanies meals. Cretans are also known to drink "Tsikoudia" or "Raki" in light quantity at the end of a meal. And, finally the most common dessert is yogurt with fresh fruits or honey, as well as traditional pastries based of honey a few times a week.
Creticos will be importing quality products that are natural, organic and traceable from authentic local producers of Crete. The main products are premium quality wines, extra virgin olive oil and honey (from endemic plants) that are widespread throughout the Island. Producers have been carefully chosen for their commitment to quality and sustainable farming. These products will be offered in Canada to start, with a focus on the Quebec and Ontario markets. The wines have been chosen from 5 different wineries to start. Olive oil from 3 different producers, as well as 2 honey producers. The products are a means to promote the story of Crete, and its lifestyle. Ideally, the visual identity reflects that. Many symbols exist that can be found online that represent Crete. I do want the visual identity to be modern, and not simply reflect traditional "Greek" symbols. They can be used for inspiration. For example, The Greek "key" is often used, possibly overused. Be creative, yet I prefer simplicity. And, have fun being inspired by Crete's lifestyle:)
This projects requires the development of a brand identity, logo design, basic graphic color palette which will be used to promote the Brand and its core purpose. The logo needs to account for a visual standalone as well (Creticos), as I will be developing stickers (similar to the size of a stamp) to place on the products themselves to build brand recognition over time. I will obviously be developing a website (creticos.com) as the main communication tool (with an e-commerce function), as well as business cards, letter head, and will be leveraging social media channels. The name is bilingual and will be marketed in both French and English.