Chamomile Living
Brand Strategy, Creative Direction & Ecommerce Development.
Chamomile Living is Greece’s only fully gluten-free and refined sugar-free bakery, operating from a licensed commercial kitchen in Athens as a ghost bakery (without a storefront). Before we began, the brand had no website, no webshop, and no structured digital presence. All sales were handled manually through Instagram DMs.
The product quality was exceptional, but the brand lacked clarity, positioning, and the infrastructure needed to grow.
My role was to translate a high-quality product offering that lacked clear brand positioning into a cohesive premium brand system, supported by a defined brand strategy, a distinctive visual identity, and scalable online storefront.
Project Snapshot
Role
Brand Strategy & Positioning
Creative Direction
Visual Identity Redevelopment
Brand Story & Audience Definition
Brand Imagery Art Direction & Production
Website Strategy, UX Design & E-commerce Setup
Launch Campaign & Social Media Strategy
Industry
Food / Specialty Bakery / Wellness
Location
Athens, Greece
The ChallengeBefore our collaboration, the brand had no website and no e-commerce platform. All sales were handled manually through Instagram DMs, with no structured SEO strategy, analytics tracking, or digital infrastructure.
While the bakery was professionally operated and ingredient-driven, its legitimacy, differentiation, and premium positioning were not clearly communicated. The quality of the product far exceeded the clarity of the brand.
The foundation was there. It simply needed structure.
Strategic ShiftGood ingredients were only part of the recipe. Before getting into the visuals, there was some important groundwork to do. Who was Chamomile Living really for? What made it worth choosing? And how could Athena's story, her philosophy around food, and the way she ran her bakery become part of something bigger?
01 Defining the positioning
No storefront, no display counter, no walk-ins. Just a kitchen in Athens turning out beautifully made treats, entirely gluten-free and free from refined sugar. The ghost bakery model was part of the business from the beginning, and rather than dressing it up as something else, we made it part of the story.
The audience was equally specific. Women with an eye for beautiful things and a discerning palate, many of them mothers, who read ingredient lists, care about what goes into their food, and don't mind paying a little more when the quality is there. Chamomile Living had all the right ingredients to appeal to them. The strategy was about making that connection clear, without losing the warmth and personality behind the brand.
02 Shaping the identity
The most interesting part of Chamomile Living wasn't something we needed to invent. It was Athena herself. Her experience with anorexia and her journey falling back in love with food had shaped the way she thought about baking, ingredients, and what it means to nourish yourself.
There was something worth telling in that. Not a polished founder narrative for the sake of having one, but a real story that explained why Chamomile Living existed. We drew from Athena's experiences and beliefs to shape the brand's mission, values, and voice, giving the business a personality that went well beyond its menu.
03 Bringing the brand to life
A beautiful brand is one thing. Making all the pieces work together is another. From the identity and photography to the words on the website, the aim was to create something that felt connected, with the same care going into the experience as Athena put into her recipes.
And then there was the practical matter of actually buying something. Until then, every order had been handled through Instagram DMs. The website needed to change that, giving customers a place to browse, discover the ingredients, order their favorites, and arrange pickup or delivery. It also gave Chamomile Living's retail partners a place on the map, showing customers where else they could find the products, while giving Athena a platform she could manage as the business grew.
Visual System
With the strategic positioning established, the visual identity was developed around the founder's distinct aesthetic and her vision for Chamomile Living. Working closely with the owner and designer, we refined the brand into something softer, more feminine, and elevated, while keeping it warm and approachable.
The original logo provided a foundation, but the refined identity was developed to more clearly express the brand’s elevated positioning and aesthetic direction.
Identity Evolution
Original Identity
Refined Identity
The logo was developed in collaboration with one of Rosenberg Reklamebyrå’s head designers, Thomas Stampe, with my creative direction and close collaboration helping shape an identity that aligned with the owner’s vision for something delicate, feminine, and high-end. Refined from the previous all-caps identity, the new logo was designed to feel more elevated, warm, and inviting.
Logo Design
To further enhance the identity, delicate, custom line-drawn chamomile florals and leaves were introduced as supporting brand elements. These details add softness, charm, and a more crafted feel to the packaging, helping extend the brand world in a way that feels feminine, thoughtful, and visually distinctive.
Design Elements
Awesome Serif was chosen for its refined, feminine character and editorial elegance.
Typography
The color palette was designed to feel soft, elegant, and gently indulgent.
Color Palette
Below are a few packaging mock-ups we developed for the owner to visualize how the brand can work together as a system. Additionally, there are real applications to see how the brand works in different uses.
Application
Cookie packaging mock-up
Cake box mock-up with branded materials
Real brand applications (photos from @chamomile.living on instagram)
Creative Direction & Production
With the brand's positioning and target audience defined, the next step was developing a visual style that brought its personality, story, and commitment to quality to life. Beyond beautiful product photography, the imagery needed to capture the atmosphere and attention to detail behind Chamomile Living, reflecting the elevated experience the brand wanted to offer its customers.
Brand Imagery
I developed the creative concepts and led the production from initial vision through to the final shoots, bringing on board photographer Nikol Herec and translating the ideas into detailed briefs, mood boards, styling references, and shoot schedules. Working closely with founder, Athena, we landed on locations in Greece that captured the atmosphere we wanted to create. On set, the process was highly collaborative, combining Nikol's creative eye behind the camera with my hands-on involvement in styling, arranging products, positioning models, and shaping compositions. Together, we created a collection of beautiful, considered imagery that reflected the quality of Chamomile Living's products and gave the website and Instagram a consistent, elevated visual presence.
The creative process began with exploring how Chamomile Living should look and feel to its audience: women and mothers who appreciate beautiful aesthetics, nourishing food, and quality ingredients. The concepts brought together food, lifestyle, and Athena's personal story, with mood boards, styling references, and detailed shoot briefs setting the direction for three photoshoots in Greece.
Moodboard Example: Picnic theme, friends celebration, styling
Moodboard Example : Mothers theme, quality time with children, nourishment
Scenes from the Shoots
Photographer: Nikol Herec
E-commerce Platform
With the brand foundation established, the next step was translating it into a seamless e-commerce experience that made the offering clear, credible, and easy to purchase.
Previously, customers had to order through Instagram DMs. The new website gave the bakery a dedicated online shop where customers could explore the products, learn about the ingredients, and place orders for pickup or delivery. Just as importantly, the website needed to feel like Chamomile Living. From the imagery and typography to the way products were presented, every detail was developed to reflect the care and quality behind the brand.
I designed and built Chamomile Living's first webshop using Squarespace, bringing the brand strategy, photography, product offering, and Athena's story together in one place.
The shop was designed to make browsing and ordering simple, with clear product categories, ingredient information, and support for made-to-order products, custom cake requests, and clear fulfillment options for pickup or delivery within Athens. A dedicated ingredients page gives customers a closer look at what goes into each recipe, from alternative sweeteners to gluten-free flours, making the bakery's commitment to quality part of the shopping experience.
Webshop
The website was also an opportunity to give Chamomile Living its own voice. I developed the brand messaging and website copy, from expressions like “Nature to Nurture” and “From Heart to Table” to the playful invitation to “Treat Yourself.” Athena's story, the ingredient philosophy, and the brand's warm, feminine personality were woven throughout, creating an experience that felt personal rather than purely transactional.
Brand Expression
The Outcome