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.