Creative Commons

This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. It is an attempt for developing a system for promoting local products and creating its brand identity. As a person who grew up in the Greek countryside I was grateful for being able to enjoy fresh products of exceptional quality which some of them were from my parents’ fields. Later on, as a grown-up, living in Athens, I discovered the difficulties about finding agricultural products of good quality in good prices. The easy access to fine products of the Greek countryside is taken for granted for those who live in the countryside, on the other hand, it is a luxury for the citizens of Athens and other big cities of the country. Consequently, by having the experience from both sides, and knowing that there is a difficulty for producers to “sell’’ and for consumers to “find”, I tried to find a way to bridge these two parts, in a mannerthat both of them could benefit. In order to gather the needed information for this dissertation, I developed a questionnaire with a sample of 57 consumers/ citizens of Athens, I interviewed 10 farmers and I used the bibliography that is referred at the end of this thesis. After defining the way of operation and the form of the system, through which framers can promote and sell their products, the focus was on building a suitable and appealing brand identity.