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Atlas represents the richness of Mediterranean cuisine through a visual identity that celebrates authenticity, craftsmanship, and contemporary premium food culture.
The challenge was to elevate the perception of the brand while creating a packaging system capable of spanning multiple product categories with consistency, flexibility, and strong shelf recognition. Rather than communicating simply as imported food, Atlas was positioned as a curated Mediterranean experience.
Mediterranean food is deeply connected to tradition, hospitality, and craftsmanship.The identity translates those values into a contemporary visual language that feels refined without becoming nostalgic.
Every design decision was intended to communicate quality, cultural authenticity, and confidence while remaining highly functional across an expanding product portfolio.
Studio: Chance Design
Client: Macar FoodsServices: Packaging, Branding, Logo Design, Graphic Design, Art Direction.
Atlas
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1— Katayfi – Shredded Phyllo Dough
The visual language draws inspiration from Mediterranean architecture, ancient ornament, handcrafted ceramics, mosaic patterns, and traditional decorative arts.
Rather than reproducing historical motifs literally, these references were distilled into a contemporary graphic system that feels timeless, elegant, and highly scalable.
Photography follows the same philosophy—clean compositions, premium lighting and editorial styling that allow every product to feel sophisticated while preserving its culinary authenticity.
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2— Phyllo #4 – Pastry Sheets
The Atlas logotype was refined to balance heritage with contemporary execution.
Custom letterforms introduce improved rhythm, softer transitions, and more harmonious proportions while preserving the familiarity and recognition of the original identity.
The surrounding emblem serves as a distinctive signature that reinforces the brand across all applications, from packaging to digital communication.
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3— Phyllo #7 – Pastry Sheets
The supporting graphic system is inspired by Mediterranean visual culture.
Architectural details, pottery, mosaics, classical columns, and ornamental motifs were simplified into a flexible collection of geometric illustrations that create depth without overwhelming the packaging.
Applied as subtle embossed textures, these graphics become tactile brand assets that enrich the experience while reinforcing the cultural origins of the products.
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4— Tyropita – Cheese Phyllo Appetizers
The supporting graphic system is inspired by Mediterranean visual culture.
Architectural details, pottery, mosaics, classical columns, and ornamental motifs were simplified into a flexible collection of geometric illustrations that create depth without overwhelming the packaging.
Applied as subtle embossed textures, these graphics become tactile brand assets that enrich the experience while reinforcing the cultural origins of the products.
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5— Spanakopita – Spinach & Cheese Phyllo Appetizers
Materiality plays a central role in the identity.Soft-touch deep-blue surfaces, embossed Mediterranean patterns, and metallic gold foil transform each package into a tactile, premium object.
These subtle production details communicate craftsmanship and quality before the package is even opened, reinforcing the perception of authenticity throughout the customer experience.
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The Outcome
The final identity transforms Atlas into a cohesive premium packaging system capable of expanding across multiple Mediterranean food categories.
Structural packaging, premium opening mechanisms, refined materials and tactile finishes work together to elevate the perception of the products while reinforcing the values of craftsmanship, authenticity and care that define Mediterranean cuisine.
By combining contemporary design principles with subtle cultural references, the brand achieves stronger shelf presence while communicating authenticity, quality and trust at every touchpoint.Rather than simply packaging imported food, Atlas now presents Mediterranean culture through a refined, scalable, and memorable visual identity.
