Label Design – Wordmark – Naming & Branding Strategy, MIRANO Mirror Glaze, Koroni, Crete
Label Design – Wordmark – Naming & Branding Strategy, MIRANO Mirror Glaze, Koroni, Crete
Branding Strategy – Naming – Wordmark Design – Label Design
© Knowledge Game Design Studio, NIKOLAOS ZISIS
The company Koroni commissioned us to develop the new premium MIRANO mirror glaze product line, aiming to create a brand addressed to high – end pastry professionals and leading hotel units across Crete and Greece. The project required a complete strategic approach: competitive analysis, naming, wordmark design and label creation, with the goal of delivering an identity that stands out from the existing commercial landscape.
Market research revealed that the mirror glaze category is dominated by a generic, industrial – commercial aesthetic, with limited differentiation and uninspiring dessert photography. The opportunity was clear: to create a series that expresses purity, clarity and premium character, reflecting the essence of the “mirror effect” through a minimalist, contemporary and clean visual language. Mapping the existing visual environment led us to develop a strategic design direction that stands out on the shelf while remaining fully functional for pastry professionals in the kitchen.
Within the Naming Strategy, after filtering for uniqueness, phonetic clarity and trademark availability, we arrived at the name MIRANO. It combines the root Mir – (mirror) with the Italian suffix – ano, evoking European finesse and a premium tone. It is memorable, international and 100% ideal for use in the pastry and HORECA sectors in Greece, making it a true commercial asset for Koroni.
The storytelling of the series was built around the concept “The Venetian Reflection.” Inspired by the town of Mirano, at the gates of Venice, the narrative connects the purity of mirror glaze with the artistry of Murano crystal craftsmanship. Mirano is presented as a liquid jewel, a glaze that gives desserts the same luminous clarity and refined shine found in handcrafted Venetian glass. With Italian temperament and a Greek signature, it transforms every creation into a work of art that reflects perfection.
The visual strategy was developed around the Minimal Pastry concept. Its core element is an abstract, geometric dessert that functions as the signature of the series. The form remains consistent across all labels, while flavor differentiation is achieved through the framing of key ingredients — oversized chocolate pieces, vibrant fruits, etc. — enhancing the communication of color and flavor origin without compromising the clarity of the design.
The primary naming MIRANO is rendered in a classic luxury serif typeface in uppercase, while the secondary flavor descriptor uses lowercase calligraphy italic characters. Product information and characteristics are set in a premium sans serif typeface on a white background, ensuring clarity and visual purity. The series is designed to be instantly recognizable from a distance, offering a functional advantage for pastry professionals. The core color palette for the textual elements follows Koroni’s corporate colors — deep brown and bronze — ensuring strong brand continuity and subtly reinforcing the company’s leadership positioning.
The final result is a premium label series that stands out immediately, differentiates itself completely from the competition, and communicates the quality, clarity and refined aesthetic of the products. The MIRANO line represents a complete strategic proposal that strengthens Koroni’s commercial presence and positions the series at the top of the mirror glaze market.