Saba's Family

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Naming and packaging design for a small production of extra virgin olive oil from the family olive groves of Dimitris Sabaziotis. The Sabaziotis family has been producing olive oil for three generations. Every year, during the harvest season, all family members traditionally gather and participate in olive picking. Until today -as the company has been taken over by Dimitris, one of the family’s two sons- even though the process has been evolved thanks to a series of modern production processes, making olive oil remains a ritual for the Sabaziotis family.

Naming and Concept developing: Sabaziotis Family -> Sabaziotis -> Sabas -> Samba -> Dance -> Saba’s Family The name Saba’s sounds similar to the music and dance genre samba. Dancing, one of samba’s key parts, and the family work in the olive grove were the defining elements in the creation of the new product identity. The illustration, inspired by the lino printing technique, with references from the ancient tradition of oil production and the forms of black-figure decorative pottery, captures the harvesting process through the participation of the family, as they all dance around an olive tree, celebrating the year’s harvest. In full shading black, the typography is a combination of Helvetica regular for the main text and Octane, in thin condensed and black extended weights, to project a modern feel thanks to its playful variable and to emphasize the name’s musicality. The container was chosen to be monochromatic, a bright yellow with a clear reference to the emblematic color of the Samba dancers’ costumes. The name, the color, the illustration and the typography of Saba’s Family highlight the value of the small olive oil production from family olive groves, in a packaging project that combines the elements of ritual and tradition with the joy of celebration.
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