Palaia Gi is a premium olive oil and olives brand with deep roots in Greek tradition and a contemporary outlook, managed by the Karakalpakis Family Co.

1. Project brief

“Palaia Gi” (Παλαιά Γη), meaning “Ancient Land” in Greek, builds upon their deep-rooted heritage in olive cultivation, with trees that trace back over a century in the mountainous regions of central Greece. The challenge was to craft a new brand identity that felt timeless yet distinctive, evoking tradition while standing strong on today’s crowded artisan shelf.

2. Brand Discovery

Unlike Platolea, which spans multiple product types, Palaia Gi required a more focused visual and narrative tone to celebrate the purity and simplicity of olive-based products. Research revolved around premium Greek olive oil packaging, the typographic landscape of Hellenic brands, and the growing consumer demand for authenticity and traceability in food. The visual cues drawn from rural Greek iconography, Orthodox design influences, and agrarian storytelling helped lay the foundations of the new identity.

3. Creative Direction

Early concepts revolved around the dual identity of the brand: its reverence for the land and its commitment to quality. Sketches and moodboards explored organic shapes, earthy palettes, and stylized depictions of olive branches. Key themes like “harvest,” “roots,” and “ritual” were translated into mood and motion, with particular care taken to keep the overall visual tone grounded and honest — much like the family’s approach to farming.

The fields where the olive trees grow and their olives are collected

4. Logo Development

Logo drafts focused on simplicity and symbolism. The final icon — a stylized olive branch enclosed in a rounded capsule form — feels both modern and archaic, echoing Byzantine manuscript motifs and the natural shape of an olive stone. Interestingly, the idea emerged from a photograph Stathis Karakalpakis shared with me during the early concept phase. As for the typography, while it’s rooted in the selected typeface, the lack of Greek support meant I had to improvise — crafting a set of modified Latin characters to closely resemble the Greek letters needed, ensuring the visual flow remained consistent and authentic.

Inspiration ~ final design ~ tataaaa!

5. Visual Identity System

The visual identity for Palaia Gi is based on Platolea and also reflects the brand’s heritage and contemporary aspirations.

• Color Palette: Rich and earthy, with deep green and muted gold conveying a sense of luxury rooted in the soil.
• Typography: The primary typeface derives from Calvino Grande (again). It references Greek calligraphy and regional typographic aesthetics, lending the logo a timeless presence while remaining versatile across modern applications.
• Iconography & Illustration: the brand shares the same accompaning elements with Platolea. Minimal lines with a rustic character — intentionally imperfect, like the handpicked olives themselves.

Every element is designed to communicate heritage without feeling nostalgic or outdated.

6. Applications & Mockups

The visual system comes to life across product packaging, with label designs that reflect both tradition and clarity.

6. Reflections

Building on the experience from the Platolea project, Palaia Gi felt like a natural continuation — not just in terms of aesthetics, but in process. The lessons from developing a flexible yet character-rich visual system carried over, allowing me to move more confidently and intuitively this time around. Having already explored the Karakalpakis family’s story and values, I could shift focus toward refining the emotional tone and visual depth. It was less about finding the voice — and more about letting it resonate with quiet strength.