Packaging
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Naming and packaging design for a new extra virgin olive oil of the Poiema series, sourced from an organic olive grove located in the region of ancient Kassope. The task was to develop a name and label that would highlight the product’s historical and geographical context, while enhancing its connection with the Ancient Theatre of Kassope, a landmark whose recent restoration brought renewed attention to the area’s cultural heritage.
Starting from the variety’s local name (Pevezana or Venetian), a visual system was designed to echo the oil’s historical background and geographical origin. The label was developed as a two-layer narrative: one typographic, referencing local culture and legacy through text; and one illustrative, mapping the landscape and key landmarks of the region. A central element of the packaging is the hand-drawn map, inspired by the distinctive style of Venetian cartography. Olive groves and surrounding monuments, from the Ancient Theatre to the Monument of Zalongo—coexist in a single image, creating a visual dialogue between place, memory and continuity. Typography follows the design code of the Poiema series: classic, black, printed on tactile, uncoated paper. The font hierarchy was treated with care, enabling a clear and structured storytelling, while a supplementary wraparound print enriches the experience by offering further insights into the land’s cultural and historical layers.
