Overview
Type: Independent Concept Project
Industry: Food & Beverage / Packaging / CPG
Scope: Product Branding, Visual Identity, Packaging Design, Brand Positioning
Athene is a conceptual chocolate brand built to explore how minimalist design and symbolic storytelling can elevate a small-batch product into a luxury experience. The brand channels indulgence, femininity, and heritage through bold typography, refined layout, and atmospheric visuals.
The Challenge
The objective was to develop a premium identity and packaging system that felt elevated but not sterile—expressing richness, care, and ritual through design. The challenge was in striking a balance between editorial minimalism and product warmth while still making the packaging shelf-ready.
Name Meaning & Cultural Inspiration
The name Athene draws from Greek mythology, honoring the goddess Athena and her close association with Nike—the Winged Goddess of Victory. Nike symbolized triumph, speed, and strength, often shown soaring above battlefields or standing in Athena’s outstretched hand in classical art.
This name choice evokes not only elegance and legacy, but also the idea of quiet power and refined excellence. Just as Nike graced victors with glory, Athene Chocolate Bar invites indulgence as a celebration of daily victories—both small and symbolic.
My Approach
Naming & Brand Positioning
The project began with a naming strategy centered around “Athene”—a symbol of mythic luxury, wisdom, and feminine strength. Inspired by Greek mythology, the name set the tone for a brand that balances heritage with refinement.
Logo & Visual System
The identity was designed with symmetry and timelessness in mind. Serif typography, refined spacing, and classical proportions created a brand mark that felt both modern and rooted in tradition.
Packaging Design & Layout
Athene’s packaging was designed to express both physical strength and refined indulgence—qualities that echo the mythological legacy of Nike and her connection to excellence, movement, and victory. Inspired by this symbolism, each wrapper uses precise layout, clean hierarchy, and rich materials to evoke sophistication and power.
The product line features two SKUs: dark chocolate and milk chocolate with added protein—each crafted to serve modern, health-conscious consumers, particularly athletes. The packaging includes bold labeling for all-natural ingredients and nutritional benefits, paired with messaging that celebrates strength and self-care.
Subtle design cues like embossed logos, metallic foils, and tactile finishes elevate the unboxing experience, while the use of deep hues and structured grids reinforces the brand’s rooted, mythic identity.
Fun fact callouts—like “Did you know dark chocolate can boost recovery?”—were considered as optional printed inserts or wrapper copy, adding both educational value and personality to the product story.
Visual Mood & Launch-Ready Creative
To complement the product’s positioning, I developed a rich, moody visual direction rooted in indulgence, luxury, and strength. The color palette—anchored in deep cocoa tones, warm neutrals, and metallic accents—conveyed richness and confidence, aligning with Athene’s identity as both nourishing and elevated.
Building on this foundation, I created supporting visuals for a potential digital launch. These included branded social mockups, ad-ready packaging displays, and lifestyle-inspired product shots designed for ecommerce or campaign rollout. Every asset reinforced the brand's tone of strength-meets-sophistication, helping Athene feel grounded in both mythology and modern wellness culture.
Results & Outcome
This concept successfully demonstrated how strategic restraint, thoughtful naming, and elegant typography can shape a premium brand presence. The packaging system was designed to be scalable across SKUs, with a cohesive visual identity rooted in narrative and emotion. Through intentional design and cultural storytelling, Athene became a study in how even a simple product—like a chocolate bar—can carry significant emotional weight, delivering both substance and sophistication in a consumer experience.