ATHENIAN GROOMING
Creative campaign for the launch of the new men’s line
How do you launch a global campaign while staying true to your heritage? For KORRES’ new men’s line, the challenge wasn’t to reinvent, but to reframe.
Inspired by 1960s Athenian barbershops and utilizing mid-century newspapers, archival photos from Benaki Museum and apothecary aesthetics, the visual system translated heritage into a modular identity that scaled across packaging, campaign assets, and digital.
CLIENT: KORRES CREATIVE DIRECTION: Dimitris Papalois DESIGN: Dimitris Papalois PHOTOGRAPHY: Margarita Nikitaki, Panagiotis Baxevanis, Studio Pareidolia, Benaki Museum