Matilda P Liqueurs are part of the Victor brand, a spirits producer based on the island of Samos. The project set out to build a label system rooted in local culture, symbolism and craft, while remaining contemporary and highly recognisable on shelf.
The range currently consists of two flavours, Limoncello and Orangello, made from the infusion of juicy lemons and oranges grown on Samos. Both capture the aroma, freshness and lightness of Greek summer and are intended to be enjoyed well chilled, either neat or in cocktails. This sensory starting point shaped the visual language of the labels, which needed to feel joyful, expressive and approachable.
The illustration system draws inspiration from the folk embroidery tradition of Samos. Traditional Samian handiwork often features floral elements, branches, birds and geometric rhythms, as well as the symbolic “tree of life,” associated with abundance and continuity. These motifs were reinterpreted as bold, flat illustrations with a strong graphic presence, allowing the labels to carry cultural memory in a contemporary visual language.
Equally important was the reference to technique. The compositions echo embroidery stitches such as cross-stitch and xefitima, a Byzantine-origin technique traditionally found on the sleeves of local garments. While the labels are printed on super clear material using contemporary production methods, their graphic construction retains a sense of craft, repetition and human rhythm.
Colour plays a defining role in differentiating the two flavours. Limoncello is expressed through yellow accents paired with deep green, while Orangello uses a vivid orange tone. In both labels, a bird carries the fruit, visually anchoring each flavour to its main ingredient. The palette remains restrained, allowing the illustration to stay dominant and the product name to remain legible from a distance. The hand-drawn logotype adds a personal, almost signature-like presence, reinforcing the character of the brand.
A recurring circular symbol appears on both labels: the Victor mother brand logo, featuring three columns. The mark is inspired by the single surviving column of the Heraion of Samos, as well as Pythagoras’ philosophy of the number three, associated with completion, harmony, creation and the union of different elements. The radiating lines emerging from the symbol reference the “music of the spheres,” the celestial harmony that, according to Pythagorean thought, is produced by the sun but remains unheard by humans.
Through this layered visual system, Matilda P Liqueurs balance folklore and modernity, flavour and symbolism, illustration and joy, science and human touch.
Designer : A.S. Strategy Branding & Communication
Location : Athens, Greece
Project : Matilda P
Client : OuzoVictor