CLIENT: Kronos AGENCY: Pivot Marketing Inc. ROLE: Art Direction TEAM: Liz Schwartz, John Tomkiw.
Food manufacturer Kronos was renowned for its authentic Greek cuisine—and that was the problem. The company had expanded into all sorts of other fare but was primarily known as the maker of gyros. A rebranding was in order. We dug in and explored the history of Kronos, making an extensive assessment of current branding practices, positionings and assets. Then we rolled up our sleeves and reimagined Kronos using mood boards and exercises to align with a new vision of Kronos.
We designed a brand identity that was a nod to the company’s heritage while also updating, expanding and futureproofing its look. We stylized one of the recognizable elements of gyros—the spit—and turned it into an exclamation mark, while offering a fresh take on the logotype and tagline. We built out the identity into a complete brand guide, offering copy tonality, brand stories for both consumer and retailer audiences and detailed design guidelines.
The result: a new Kronos, one positioned toward the future of world cuisine while honoring its heritage in Mediterranean food.
