Ta Gioulia

Pastry Shop


Brand Identity
Logo Design
Brand Guidelines
Print Collateral



The challenge

“Ta Gioulia” is a pastry shop with a tradition that lasts more than 75 years.

In 1945 a sweet story begins in Nea Ionia of Athens by grandfather Evangelos Agiakloglou and his “politikes” roots (i.e., roots from Constantinople). An Asia Minor who arrives in the capital of Greece with a dowry of traditional“politikes” recipes: aromatic tsoureki, spoon sweets, galaktompoureko and crispy baklava sheet.

Starting point, Mesologgiou Street at New Ionia where the first pastry shop called “Ta Gioulia” opens its doors in 1945. The name of the patisserie brings an interesting story, as behind it a big love story is hiding! Grandfather Vangelis sweetly called his wife “Gioulia”, both her name and the beautiful flower of violets.

This love story is the reason for the name at their first pastry shop; their love for what they do is the reason for their long-term successful pastry shop which made them create two more pastry shops in the area of Athens.

As years have gone by and the newest generations of the family are now running the business, they decided it was the right time for a rebrand.

The goal was to give a fresh look without forgetting the big history and tradition that the pastry shop owners mostly care about.

our approach

Respecting the heritage of “Ta Gioulia” brand was one of the most challenging aspects of this project.

To create something unique and at the same time related to the brand, a brand strategy workshop took place.There, together with the owners of the pastry shop, we identified all the elements that made the brand so unique throughout its long journey over the last 75+ years.

The new visual identity was explored around these important elements. Our work was based on a combination of deep respect about the heritage and the brand values together with the perception and requests of the modern era.

the concept

The new logo was conceptualised by the symbols of heart and the spoon.


Focusing on innocence and pleasure, our idea was created by combining two strong elements: the heart and the dessert spoon. The heart symbolises pure love, innocence and affection upon which “Ta Gioulia” were created and have been growing through the years. The dessert spoon was depicted in such an angle so to remind us the picture of kids who playfully put their spoons into a jar and secretly eat the ‘magical’ dessert. An impactful snapshot full of memories for all of us!

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