The target consumer: foreign clientele. People who can appreciate product provenance and family care.
The design: it is very rare for a client to come to us with the simple request of 'creating a family gift' and this is exactly what happened in this case. We were asked to create a product identity - naming and packaging design of a product - which was meant to address first of all the members of a Greek family of olive oil producers in Karpofora, Messinia. We had to pay tribute to a strong, living tradition and this is exactly what we did. We used a children's drawing that conveys in the most direct way a lineage in the form of a tree and we placed every family member's name on its branches. We named the product, 'My olive tree' because this is exactly what it is: the precious olive tree which, identified with one family tree symbolizes the bonds, efforts and legacy of this one family and is offered to a number of other such families around the world, in the form of an 'olive oil' present.
