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Illustration > 15.2 Corporate Illustration

Yiayia and friends

by Beetroot Design Group

“Yiayia and friends” is a multi-faceted project that re-imagines and re-introduces traditional notions of life, superior quality food products, culinary objects and epicurean artefacts of yesteryear. At the heart of the design project, “Yiayia” (“granny” in Greek) is glorified in a key-storyline as the super-powerful, all-knowing but also a discreet person that she is. Together with her “friends” from both the human and animal kingdom the art of growing, cooking and sharing food together, along with everything that is attached to it, is remembered, re-introduced, and re-imagined for generations to come. This is a story about YIAYIA. A Greek granny together with her animal friends spread the message of family values through food-related stories and experiences conceptualised with a fresh perspective and a sense of humour.
In complementary forms (donkey ears form peacock feathers, squirrel tail becomes a bear’s neck), delightful illustrations full of joy, humour and an appetite for life are drawn to tell the unique brand story. Yiayia becomes the hero image of the packaging, with its eye-catching features, which also function as the brand’s unofficial logo. The carefully selected textures and colour palette enhance the “tasty” feeling that the project exudes.

  • Creative Directors Beetroot
  • Art Directors Beetroot
  • Designers Beetroot
  • Illustrators Beetroot
  • Photographers Beetroot
  • Editors Beetroot
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