Creative direction, brand design and packaging for Familia Santías

The objective was to update the brand image and the range of olive oils to convey the product’s true quality—enhancing purchase appeal on the shelf—while preserving its deep family roots and avoiding conventional visual codes.

We developed a visual language that extends across the entire range, inspired by the ecosystem where their oils are produced: pastureland, olive groves, livestock and mining. This uniqueness is expressed through a series of connected illustrations, like pieces of a puzzle. Each element links to the next, forming an iconic “S” —a direct reference to the brand name and instantly recognizable at first glance.

For the medium-fruity oils, the “S” appears complete, with each color playing a distinctive role to differentiate the ranges chromatically. In the intense-fruity line, each piece functions independently, identifying each variety on its own.

We were looking for an image that could capture the entire essence of Familia Santías at a single glance.
After weeks of creative exploration, we finally found the key.

An illustration that reflects our personality—filled with subtle details that tell the story of our surroundings, our philosophy, the olive-growing tradition, and the rich mining heritage of the region.

Context:

A landscape full of life, where among pasturelands and olive groves coexist wild cattle, sheep, and horses grazing freely — a place where birds of prey soar and even the Iberian lynx can be found.

Our original mill, Aceitunas Jaén, is located in Ibros, next to Baeza, and our new mill, Adaro, is based in Linares.
Both are situated in the very heart of Jaén —the world’s epicenter of olive oil— surrounded by a unique landscape that holds the highest concentration of olive groves on the planet.
Here, the Picual variety stands as a global benchmark for stability, quality, and character, becoming our unmistakable hallmark.

Between our two mills, we operate six cleaning lines and five milling lines, with a combined capacity of over 1,000 tons per day, using the most advanced technology to obtain the finest oil in the shortest possible time.
Our storage cellar can hold up to 9,000 tons of olive oil under controlled temperature, ensuring that its quality remains perfectly preserved.

We produce a 100% fresh olive juice, bottled daily to retain all its natural freshness and aroma.
Our commitment to continuous improvement ensures not only exceptional oils, but also sustainable management and full traceability back to origin.

Our quality and food safety certifications endorse our process and strengthen the trust of our clients.