Theskoulouri

Theskoulouri was created to transform the familiar Thessaloniki koulouri from an everyday street-food product into a contemporary snack-and-coffee concept capable of operating as a recognisable franchise. Within a competitive market of established bakery and takeaway chains, the new business needed an identity that could remain approachable and unmistakably Greek while achieving the consistency and visibility required for expansion.

Design Individuals were responsible for developing the brand from its foundations, including its concept, naming and visual identity. The central strategic decision was to build the brand around the conversational Greek phrase “Θες κουλούρι;”—“Would you like a koulouri?”—and transform it into the compact name Theskoulouri. This gave the business an immediate, memorable and informal voice while keeping the traditional product at the centre of the proposition.

The concept was implemented through a bold logotype, an accessible typographic and colour language, and a flexible visual system designed to perform across storefronts, packaging, cups, menus, uniforms and digital communication. The identity was structured to accommodate not only fresh koulouri, but also sandwiches, bakery products and specialist coffee without weakening the clarity of the core brand.

The resulting identity gave Theskoulouri a distinctive position between Greek street-food tradition and contemporary convenience retail. It turned a familiar product into an ownable branded experience and created a coherent foundation capable of supporting customer recognition, multiple product categories and the future development of the franchise network.