GRK

Modern fresh greek food.

2012

PROMPT

Design Direction, Branding & Print Design

The founder started GRK to provide busy New Yorkers fast. I was the lead designer for this project to create design directions, finalize branding design systems, and print design items. To create a brand system that efficiently reflects GRK's freshness, fast, and authenticity, I decided to use colors, typography, and graphics people are already familiar with about Greece.

GRK Window Signage.

DESIGN PROCESS

DESIGN DIRECTION 1

Design Direction 1 - I created a series of simple geometric patterns and customized typograhy in fresh colors to communicate the idea of simple ingredients with full greek flavors.

For the packaging design in this design direction, I used minimum color pallete with a high contrast between the logo and the patterns.

DESIGN DIRECTION 2

Design Direction 2 - In this direction, I wanted to emphasize the authenticity of the brand's greek flavors. So I decided to customize the letter "g" with a classic greek icon. This design direction still uses fresh colors with more variety to present the rich and fullness of the food palette.

For the packaging design for this direction, I created two different food bags, one for frozen yogurt in white and one for hot food in brown paper. I mostly reserved the light blue specifically for the frozen yogurt series at GRK.