Positioning Panos

Our work with Panos Emporio, Scandinavia’s leading swimwear label, dates back to the early 2000s, when we were asked to make the language for one of the ranges “more Greek”.

Founded by Greek émigré Panos Papadopoulos in 1986, Panos Emporio has prided itself on its founder’s heritage. We came up with its 2010s tagline ‘Dare to be human’ after Panos asked us to create something that encompassed everything that he had done to date. We felt that his personal odyssey was one where he lived his humanity to the full, recognizing his own creativity and ability.

We have been behind some of Panos Emporio’s ad layouts and publicity, and, since the label changed hands, our founder ghost-wrote Panos’s autobiography, netting a Highly Commended at the Business Book Awards in 2023. We even typeset and laid out the inside pages, and created some of the advertising collateral around the book.