Around 2010 a new wave of Greek products was launched, a wave that ‘flooded’ the international market with dozens of brands that had one common characteristic: their Greek origin. An origin that was presented in many different ways in terms of brand naming and design with an outcome that sometimes was successful, sometimes indifferent and, unfortunately, sometimes it was a flop! 7 years later, this trend seems to have slowed down a bit but still remains a favorite choice for Greek producers and designers.
This, not so easily, fading trend raises a few disturbing questions:
How many Greek looking products can the international market take?
Is the Greek identity enough reason for a product to be bought?
Why should you ever tightly connect your brand’s identity with a passing fad, even if this is your homeland’s culture, when your objective is to build a long lasting brand?
How do you think your brand will be singled out by foreign consumers when there are so many lookalikes on the same shelves?
The answer on these questions is already on the title of this article: is the Greekness of Greek products a little too much?
Furthermore, isn’t it time for Greek identity to make room and let the producer’s identity breathe? Wouldn’t it be better if Greek products’ communication was based on the originality of the idea behind their production or the uniqueness of a local characteristic like the terroir?