Organic consumption is not simply a one-off choice but more similar to a food culture, if not representative of a whole lifestyle. Viotos is a Greek company specializing in organic foodstuffs, operating in Greece.
Its products have been positioned at organic super markets and boutique market stores, targeting on high-end consumers who seek an alternative healthy way of living. The concept was based on the idea of the product range itself: By choosing organic products for consumption, you choose a lifestyle. "Fresh" is a commonly overused and over-exploited food term, but in organic products, it is simply “telling the truth” about them. For the packaging of a Viotos organic wine, we chose to take advantage of the concept of honesty, as a key factor when choosing to “go organic”, and created a label titled “Don’t drink and drive”. The design is playful but truthful. Black and red colors were used, highlighting a “hidden” message: Do drink, (but) don't drive. The message is simply to enjoy life, responsibly.