Iro on the category of mandate that now accounts for 40% of BrandCraft's work: the family business passing to a second generation, what the brief actually contains, and why the strategy conversation always starts with the founder's relationship to the name.

The 18-month Kalavryta Olive engagement from discovery to shelf: the naming strategy, the packaging architecture for 50+ SKUs, and the single constraint (no plastic anywhere) that drove every material decision.

Petros on the shift in the Greek brand market since 2020: which clients have become more sophisticated, which have not, and what the studio has had to stop explaining.

Point seven was about client access. It said something true that was also patronising. Iro on what it said, why we changed it, and what the new version means for how we pitch.

The BrandCraft naming process: the preparation before the workshop, the four exercises, the thirty-name attrition, and what is left at the end of the afternoon.

Petros on three public-sector engagements in the last three years: what the tender brief specified, what the problem actually was, and the one question that changed the scope of all three projects.