Olive Oil

The brief

Hidden Grove is a luxury retreat in Puglia, southern Italy. Four friends fell in love with the region's slow pace and ancient olive groves and began running wellness retreats. They pulled me in to work on their next stage of the vision - producing their own cold-pressed extra virgin olive oil.

Hidden Grove needed packaging that was within their current brand identity for the retreat but an extension into the next stage of their story.

The thinking

Most olive oil packaging looks like olive oil packaging. But it doesn't have to and honestly, why get boxed in like that. I wanted it to feel genuinely rooted in the warm and quietly spiritual Hidden Grove world. The packaging feels like the place it came from rather than a product category it belongs to.

The warm olive tone came first-I wanted you to feel like you were in Puglia landscape at golden hour.

In line with idea of olive oil as a lifestyle of hidden grove rather than a product, I used the line "Pour with abundance" as an invitation to a daily ritual rather than just a cooking ingredient.

The oval badge with the three figures - two women among the olive branches, the star motif above - carries the founding story without telling it literally which is one of my favourite ways to work.

The outcome

A product that feels like an extension of the retreat itself and an invitation to an unhurried, kind life.