The Brief
To create a brand identity for Damala family’s Extra Virgin Olive Oil. The olive oil is being produced for years within the family, out of fruits selected from their own olive groves in Argolida, Peloponnese, Greece. Olive Forever is a fresh arrival which seals traditional production methods, organic culture and the ethics of a three-generations olive cultivation, in a bottle. This new product takes a turn, and starts its long journey abroad to say hello to a world-wide audience, and to spread the benefits of the olive tree wisely. Olive Forever revolves around the very essence of human existence and its mission is to satisfy the need to live a long and healthy life.
 The Concept
In the Mediterranean basin, Greece in particular, olive oil is considered to be sacred, hence the local diet is based on it both for its health benefits and for its delicious flavour. Olive Forever represents the preciousness of olive oil. The golden juice known -since the ancient times- to nurture, to heal and to create longevity.
Life’s precious essence.
 Creative Rational
A man is born out of an olive tree.
The man grows arms and the arms grow branches.
The branches give life to leaves and hold the birds.
The leaves turn out to the sun and the sun nurtures the tree.
The tree’s juice nurtures the man and the man grows a body.
The body spreads around the bark to embrace, to protect the olive tree.
And this is the circle of life and this circle goes on and on, forever.
Olive Forever.
Concept & Design: Sophia Georgopoulou, Greece.
Photographer: Marios Theologis / Math Studio
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