The Schoolourades campaign, created for Koulourades, was designed to bring joy, creativity, and nutritional awareness to the start of the school year. By combining the words school and Koulourades, the campaign cleverly targeted school-aged children and their parents—particularly mothers—offering inspiring breakfast ideas, educational materials, and interactive content both online and in-store. It was a holistic brand activation that transformed the back-to-school season into a celebration of learning, fun, and healthy eating habits.
Our ultimate goal was to create a school-year kickoff campaign that not only promoted healthy eating, but also built a deeper emotional connection between the brand and its audience. Through strategic storytelling, strong CTAs, and an imaginative character named Chef MiTaKapseis, we managed to deliver educational content in an entertaining, approachable way. The campaign succeeded in turning brand awareness into brand love—by putting real value into the hands of parents and kids.
The offine experience was brought to life through limited-edition Kids Boxes, distributed across Koulourades stores. Decorated with our campaign mascot, Chef MiTaKapseis, each box included sugar-free juice, mini cookies, educational games (like food symbol matching), and a vibrant school schedule gift. These materials transformed a simple visit to the store into a wholesome experience—bringing together fun, nutrition, and school readiness in one joyful package.
The visual identity draws power from a rich and meaningful color palette. The deep red evokes warmth, passion, and the handmade quality of traditional baking. In contrast, the vibrant green symbolizes freshness, growth, and the fertile land of Crete—bringing to life the natural origin of the brand. Together, these colors form a striking balance between heritage and vitality, creating a timeless aesthetic that feels both familiar and bold.
