Krinos Foods is a Greek based company and the world’s largest exporter of Mediterranean beans, grains and legumes.
Attempting to create a brand out of a commodity is not easy work. So, we did some digging and found that beans, grains and legumes are the foundation of the Mediterranean Diet. A diet that the World Health Organization, after a 30 year study, concluded was the world’s healthiest. Meaning that people lived longer and had more active and healthy lives. What’s more, Harvard University, in a separate study, agreed. So, we set off to the Island of Crete, where the study was conducted, to prove it.
The Boomer bubble is moving in and through retirement, yet still yearns for their youth and vitality. Krinos branded the Mediterranean Diet and through it, the cultural movement towards longevity. Hence, an aging population found their elixir and record sales resulted.
The campaign is in the permanent collection of The Royal Ontario Museum and The Canadian Graphic Design History Project.
