Case Study: The Ceramic Gourmet

About

In 2018, KEVE (Keramourgia North Greece) selected me to lead a special and unique project. I was tasked with creating visual content to be featured in the company’s corporate calendar as well as in advertising campaigns across various media, including industry magazines.

The objective

The brief was clear and specific: The images had to be bold and provocative, designed to “rock the marketing boat” within the tile industry.

The concept

To bring this vision to life, I collaborated with my talented and highly skilled graphic designer friend, Konstantinos Partheniotis. After a thorough Pre-Production Meeting (PPM) with the company’s marketing team, we set a clear direction for capturing the subversive essence of the concept through imagery.

Drawing inspiration from the powerful allure of gastronomy, we turned to the Surrealist movement to evoke a strong emotional response from the viewer. With the expertise of skilled chefs from XENIOS GATE, a subsidiary of KEVE, we set out to create gourmet-style dishes. These were familiar culinary creations, with edible decorations and traditional preparation, but with one key twist: the main ingredients—such as meat, fish, or chicken—were replaced by ceramic products or parts of products from the ceramics industry.

The photographs of these dishes blend both culinary and industrial elements. At first glance, it’s not immediately clear what the images portray, prompting the viewer to pause, question, and explore further. Upon closer inspection, one discovers that the images are not about promoting culinary recipes, but rather about showcasing the ceramic products themselves. Many of these pieces bear the company’s signature.

Behind the scenes

The team I assembled for this project included four chefs, a prop stylist, a graphic designer, and a photographer’s assistant. Working in a systematic and methodical manner, this team embraced the project with passion, dedication, and meticulous attention to detail. The collaboration among all involved was exemplary, with each member contributing their expertise to bring the vision to life. Additionally, the management team provided invaluable support, ensuring we had everything we needed to successfully achieve our desired outcome.

Epilogue

The unwavering support from the management was instrumental in the project’s success, and this was clearly reflected in the overwhelmingly positive response it received from the public. The feedback the company received was incredibly encouraging. Konstantinos Partheniotis delivered his best work, elevating the images with both striking graphic design and provocative slogans that complemented the visuals. The company garnered numerous compliments from clients, partners, and friends. Most importantly, this project significantly boosted the company’s branding, capturing attention and making a strong impact within the industry. It effectively “shook up the waters of ceramics marketing,” not just nationally, but also on an international scale.