Hence, we wanted to depict and visualize the different stages of the evolution of an idea. We have picked several types of word graphics that show the thinking process which takes place inside the mind of the philosopher and which are expressed on his face though a wide array of expressions. At first, fragments of thoughts and sharp questions arise in one’s mind, then they gradually develop and increase, causing accumulations of thoughts, later these accumulated thoughts turn into noise, and at a final stage the mind begins to get clearer, and as a result only one or few essential questions remain. Once this layer of paper packaging is taken out, it reveals underneath a jug made out of ceramic that is a nod to the antique clay jugs used in Ancient Greece for wine. Our wine jugs are divided into gold and white. White is the soul, gold is the material. The questions raised by the philosopher cross these boundaries during their journey from the materialistic to the spiritual. We have deliberately selected the three most frequently used and fundamental questions (where, why, what) to showcase on the wooden lid. These words are the ignition keys which activate deep topics and raise questions. We have named the brand “Φ I L O S O Φ” as a tribute to the man who appreciates the value of wisdom.Visually, the name logo is carved on the clay bottle as the letters are arranged all around the periphery of the bottle in a circular shape. Therefore it ends and starts with the greek letter “Φ” of the word “ΦilosoΦ”. We opted for this look in order to represent the circular motion that depicts the recurring cycle of thoughts. Given all the chaos that goes on inside one’s mind, we wanted this brand of wine to transfer a specific message to its consumers. To tell them to slow down, take a break from the overwhelming everyday life and take a moment to reflect. This is an invitation to explore and look through the inner folds of their mind in order to find answers within themselves.