Athene Chocolate Bar
Athene Chocolate Bar, a delectable brand extension brought to you by Nike. Our collaboration with Nike exemplifies our dedication to innovative brand extensions and captivating marketing campaigns.
Project Type -
Brand Extension and Marketing Campaign
My Role -
Brand Designer, Creative Director, and Packaging Designer
Creating a brand extension from Nike that sells healthy chocolate bars. Due to Nike’s history as a Greek goddess of victory and friendship with Athena, I created Athene chocolate bars. Our mission is simple: to fuel athletes with the nourishment they need to conquer their goals while indulging in the rich, guilt-free pleasure of chocolate. With Athene Chocolate Bars, victory tastes sweeter than ever.
History and Name Association
In Greek mythology, Nike, also known as the Winged Goddess of Victory, personified triumph and success. Her Roman equivalent was Victoria.
Nike played a crucial role as the divine charioteer, frequently depicted in Classical Greek art. She would soar above battlefields, bestowing glory and fame upon the victorious. Most depictions of Nike show her with wings, a distinguishing feature. Unlike other winged deities in Greek mythology, Nike retained her wings throughout Classical times. She symbolized strength, speed, and the essence of victory.
Nike shared a close relationship with Athena and is often depicted standing in Athena's outstretched hand in statues, such as the one in the Parthenon. Additionally, Nike is a common motif on Greek coins, symbolizing success and achievement.
The Logo
Drawing inspiration from Athena, the goddess of knowledge and battle, our logo design for Athene Chocolate Bar embodies its unique identity. Similar to Nike's iconic 'swoosh' symbol, our logo features a spear piercing through the words, symbolizing strength and determination. This design evokes the powerful essence of Athena while providing a distinctive visual representation for the brand.
Chocolate Bars
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Packaging
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Creative Direction & Packaging Design
Athene's iconic style and energy not only resonate with consumers but also integrate valuable research findings. We conceptualize unique chocolate bar offerings that reflect Nike's commitment to excellence and innovation, carefully considering flavor profiles and packaging design.
Featuring two distinct flavors, dark and milk chocolate, Athene chocolate bars stand out with added protein and a dedication to all-natural ingredients, catering to the needs of our valued athletes. Fun fact: Did you know that dark chocolate is healthier for you? With its rich cocoa content and lower sugar levels, dark chocolate offers various health benefits, making it a guilt-free indulgence!
Brand Strategy and Vision
Drawing inspiration from Nike's rich history and its association with the Greek goddess of victory, Athene Chocolate Bars emerge as a natural brand extension. Named after Athena, Nike's mythological counterpart and a symbol of wisdom and strength, Athene Chocolate Bars embody the spirit of victory and athleticism.
Nike embodies an active, inspirational, and cool persona. If Nike were a person, they'd be exciting, spirited, and innovative, deeply invested in health and fitness. Since the 1980s, Nike has endorsed top athletes across various sports, reflecting their commitment to excellence. Known for their knack for finding tasty, healthy snacks and vibrant, retro-inspired style, Nike brings a dynamic energy to everything they do.