“Dear Crete” is a series of handmade traditional Cretan cookies and biscuits. The main objective for the rebranding of the products was the need for diversification from the competition and, also, the creation of a niche and targeted positioning, which would showcase quality and premium taste on one hand, and the local origin and history on the other. The first step was to rename the products, thus creating the brand "Dear Crete" and the three distinct product lines "Traditional", "Eclectic" and "Organic". Then, the design of the visual identity of both the logo and the packaging came into place. The logo, abstract and robust, is based on the Greek initial K (of both the words Crete and Kalabokis in Greek) and the symbol of the olive, which is a main ingredient, as all the products contain extra virgin olive oil from Sitia PDO. The chosen design direction places great emphasis on the products themselves, in a different way for each product line. In the "Traditional Series", each product is highlighted through a photograph that displays the characteristics of each flavor in a white background, while the embossed printing on the packaging suggests an aura of quality and of "classic value" in an otherwise entirely contemporary approach.