Embracing a product’s flakiness to find success.

Athens Foods is the world’s largest producer of phyllo dough products but the brand was feeling stale. Our solution was to reimagine the brand’s image and voice by repositioning Athens as a brand that Elevates the Ordinary — enhances every experience, celebrates individuality, and seeks the adventurous side of foodie culture. We tapped into the fun, uninhibited aspect of phyllo dough and the target’s taste for experimentation to create an identity that feels far from bland.