Yiayia and friends

Yiayia and friends is a multifaceted food, design and education project. In the brand’s visual narrative, yiayia (granny in Greek) is celebrated as an all-powerful, all-knowing character with deep roots in nature and tradition. Through her and her friends from both the human and animal kingdoms, the arts of growing, cooking, and sharing food are remembered, reinterpreted, and redesigned for the contemporary era. Yiayia is the hero image of the design concept, the central character in joyful illustrations that tell the story of this unique brand, together with the vibrant, brightly colored “friends” that share the same eyes and interlock in a visual representation of the connection of humanity with nature, agriculture, produce and creation. The website yiayiaandfriends.com was created to introduce the brand to the public at large, and as a retail e-commerce channel. Visitors to the site are enveloped in a colorful, immersive experience that tells the brand story through the distinctive illustrations that make up yiayia’s universe. A series of editorial photographs, produced and curated by our team, show how yiayia’s products can become a flavorful, healthy part of our daily nutritional habits. The distinctive tone of voice and traditional Greek proverbs throughout the website are used to add depth and meaning to yiayia’s world.