Logo Design – Label Design, alfa tomata by Alfa Quality Foods, Athens
Logo Design – Label Design
© Knowledge Game Design Studio, NIKOLAOS ZISIS
alfa tomata is the new product line by Alfa Quality Foods — a complete series of five tomato‑based products designed to elevate the category with quality, clarity and a contemporary visual language. The identity was built around the authenticity of the raw ingredient and the need for a brand that blends freshness, simplicity and instant shelf recognition.
The logo was developed as a wordmark, with a custom typeface for alfa in an organic, free‑flowing lowercase style that conveys warmth and a handcrafted character. The word tomata appears in deep green, set in a subtly modified sans serif that introduces a clean, modern counterpoint. The alfa lettering is rendered on two levels: a warm yellow front layer and a dark green shadow behind it, creating a soft three‑dimensional lift that brings the wordmark forward with depth and presence.
The five labels — tomato paste, concassé, grated tomato, polpa and pizza sauce — were designed with a bright white background and a modern look & feel, following the direction of the company’s marketing team. The goal was clear differentiation and immediate recognizability for both professionals and everyday consumers, while maintaining shared visual elements that unify the series.
The illustration system unfolds across three visual layers. In the foreground, the raw ingredient: a large, ripe tomato photographed in full detail, consistent across all labels, acting as a symbol of freshness and quality. Around it, a green‑and‑white checkered tablecloth wraps the label, creating a rustic, familiar atmosphere that connects the product to everyday cooking and the Mediterranean kitchen. In the mid‑ground, the processing of the tomato is depicted through custom stylized illustrations: the spoon and bowl for the paste, the knife and chopped pieces for the concassé, the metal grater for the grated tomato, the measuring cup for the polpa, and the pizza ladle for the sauce. These elements are drawn with dark outlines and filled with warm yellows and reds, giving a sense of movement, energy and handcrafted preparation.
The illustration style was intentionally designed to avoid overlapping outlines and fills, creating a premium, distinctive character that stands apart from competitors. The product forms are rendered in deep red and warm yellow — colors that reference the tomato itself and its Mediterranean origin. A single thin red line runs around the packaging, acting as a visual “horizon” that ties together the table surface and the checkered cloth, completing the composition with clarity and balance.
The product names appear in red, set in an organic Greek typeface, while the English names are rendered in dark green with a slightly playful italic. Product information in dark green and red, using clean sans serif fonts, creates a structured, readable and well‑balanced hierarchy. Every element — textual and graphic — interacts harmoniously within the white space, achieving a light, elegant presence that remains visually distinct on the shelf.
In the background, a subtle silhouette of a chef’s apron or uniform, in white with green detailing, reinforces the B2B character of the line and adds an additional conceptual layer to the identity.