Alati Floros

The Floros Company is a traditional family business rooted in the heart of Messolonghi, Greece—a region renowned as the largest sea salt producer in the country. Founded and run by a family deeply connected to their birthplace, Floros seeks to share Messolonghi’s most iconic wonder: its world-famous sea salt.

The art of sea salt production in Messolonghi has remained unchanged for centuries, reflecting a deep-rooted tradition. Salt water from the lagoon fills vast land surfaces, left to evaporate under the sun’s heat and the wind’s gentle blow, leaving behind the precious sea salt.

For our work with Floros, we wanted to honor this exceptional natural process and highlight the unique beauty of Messolonghi itself, with its rich ecosystem where nature and humanity thrive side by side. These elements became the foundation of our tailor-made branding and communication strategies.

To evoke a timeless aesthetic, we employed black-and-white cinematic imagery crafted by the talented cinematographer Vassilis Artikos. For the studio edition photo shoot, we brought the product back to its origins, featuring it against the backdrop of the Messolonghi salt marshes. This approach not only celebrated the heritage of this natural treasure but also placed it in the context of its authentic, unspoiled environment.

The result is a visual narrative that unveils the beauty of Messolonghi sea salt and the legacy of the people and place that make it truly remarkable.