Chef Apostolakis
Some projects are built step by step. And then there are those that seem to be born naturally, as if the identity already existed and simply needed to be revealed. Our collaboration with chef Nikos Apostolakis was exactly that. A personal journey brought to life through shapes, words and colours. A brand designed not just to represent him, but to express who he is.
The chef has developed a deep expertise in fish, from aging to precise cutting and this knowledge became the foundation for shaping his visual identity.
PERSONAL BRAND
FOOD SERVICES
DESPINA AERAKI (creative director/ designer)
CHRISTOS PANAGIOTOU (designer/ illustrator)
YIANNIS KONSTANTAKOPOULOS (web developer)
ANTONIS YIAMOURIS (photographer)
UNKNOWN (featured image: from the chef’s archive)
The inspiration came from something deeply personal and unique: Chef Apostolakis’ signature. By studying his handwriting, we discovered elements that inspired us – the initials, the fluid motion of the hand, the precision of the gesture, and the subtle reference to fish. Based on these, we created a mark filled with meaning and symbolism: the A and N, the fish, and the star – a subtle nod to his expertise. The shape is drawn in a single continuous line, and the result feels handcrafted and truly distinctive, just like the chef’s creations.
AGE BOLD. CUT FINE.
Four words that say it all. The chef’s tagline encapsulates his entire philosophy around fish: boldness in ageing, finesse in cutting. From the careful selection and maturation of the fish to the final, delicate slicing, every step demands knowledge, skill, and character. Minimal, powerful, and full of personality, just like him.
For the brand’s visual system, we carried over the single-line aesthetic of the logotype into a series of illustrations. We drew fish using a single, continuous stroke, as if they were sketched without lifting the pen. This was paired with bold, purposeful typography that integrates seamlessly into each surface, communicating information about fish aging and everything that makes the chef stand out.
The brand identity was designed with clean lines and in conformity with the brand guidelines. The entire identity was printed on special papers, in branded colour tones, with texture and quality that elevate the whole. The fish illustrations were applied as complementary elements, reinforcing the coherence and strength of the brand’s visual language.
We designed a digital business card that acts as a quick and elegant gateway into the chef’s world. With a single tap, the recipient gains access to everything they need: contact information, a link to the website, and social media links. The card fully follows the brand guidelines, creatively incorporates the illustrations and tagline, and is built to be intuitive, visually consistent, and technically flexible. With one click, it can be saved directly into a digital wallet.
The chef’s website was designed to be clean and functional, with a focus on visuals, information, and details like animated typography and the subtle use of illustrations etc. It is built around the brand guidelines, typography, colour palette, and brand aesthetics, subtly integrated into the navigation. Based on the new identity, it presents his philosophy, techniques, and personal imprint through photography and purposeful text. It’s his digital space: a place where visitors can understand who he is, what he does, and why he stands out.