For a quarter-century, the Itxart family has handcrafted olive oil from their cultivated olives nestled in the heart of Empordà, a region in Catalonia near the French border. During a recent studio visit, Joan, the patriarch, and Maria, his daughter—representing Itxart’s inaugural and subsequent generations—shared insights into their project. Their narratives revealed a poignant contrast: Joan centered solely on the oil’s essence, while Maria championed sustainability and environmental values. This divergence became the brand’s signature, imbuing it with depth and distinction.
To visually depict this unique dynamic, we embraced a typographical approach embodying both generations’ voices. Building on Maria’s sustainability commitment, we redesigned the traditional plastic jug, adopting a ‘bag in box’ format. This innovative design incorporated the characteristic tile pattern reminiscent of Catalonia’s farmhouse charm—a tribute to the family’s heritage seen in their home’s backsplash. This fusion of designs signifies the union of tradition and contemporary eco-consciousness, encapsulating the essence of the Itxart legacy within every precious droplet of their exquisite olive oil.
Expanding our design scope, we developed a 5L ‘bag in box’ packaging alongside a 500ml bottle. Simultaneously, we meticulously crafted an array of branding collateral, comprising promotional materials and an online store—a comprehensive tapestry meticulously woven to invite everyone to immerse themselves in the timeless narrative of the Itxart legacy. Here, the convergence of heritage and sustainability resonates in every engaging interaction, inviting all to join this enduring story.
- Agency/Creative: Laia Fusté Studio
- Article Title: Laia Fusté Studio Crafts Itxart Legacy: Olive Oil with a Tale of Tradition and Sustainability
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Spain
- Agency/Creative City: Girona
- Market Region: Europe
- Project Deliverables: Brand Identity, Brand Tone of Voice, Branding, Packaging Design
- Format: Bottle, Box
- Industry: Food/Beverage
- Keywords: olive oil, bag in box, packaging design, spanish olive oil
Founder & creative director: Laia Fusté