Octobre 2018. We were challenged to create a new national olive oil brand — a comprehensive project developed from scratch, crafted through co-creation processes with the client, encompassing the strategic and creative definition of an entirely new product. From naming, visual identity, and graphic language to point-of-sale communication and advertising campaigns. The brand was born to reflect the core values of the category — tradition, quality, and a strong sense of Portuguese identity — in a deep and authentic way.

Tradition and the appreciation of nature were the main foundations for the creation of the name, as it reflects a true story. The name choice dates back to the time of the monarchy, when agricultural protection laws imposed a fine of three soldos on anyone who uprooted a tree. However, if that tree was an olive tree, the fine increased to five soldos.

The visual universe is also a materialization of the respect for nature and cultural values, using hyper-realistic illustrations based on scientific drawings.

In terms of structure, everything was designed as a large modular system to ensure easy replication across the wide variety of formats found both on shelf and within the brand’s institutional communication.

Awards:
CCP/Portugal creative club 2019: Bronze in Craft Animation film

Project Type: Branding,  Brand Strategy,  Packaging, Advertising


Agency: TORKECC


Creative Director: Hugo Tornelo

Strategic Director: Rodrigo Rodrigues

Strategist: Nuno Belmonte
Copywriter: Nuno Trindade / Diogo Stilwell


Brand Designer: Rute Ferreira

Head Of Design:João Pereira

Art Directors: Ana Neves / Xirika Marta

Project Management: Francisca Pires / Gabriele Donada / Sara Andrade

Production: Show Off and Mola

3D and Post-production: Studio Nuts

Illustrator: Mafalda Paiva