Tradition, Culture, Gastronomy.
Alentejo, between gentle slopes and plains we find the breadbasket of Portugal, but it is also in this region that we see centuries-old olive trees in the vast olive groves that stretch uninterruptedly for long kilometres. At a very special time, the Olive “harvest” takes place, a moment in which we see elegant groups of boys and girls wearing skirts and shorts, with the infallible felt hat, decorated with natural flowers. This was the motto and creative inspiration, for the creation of an authentic, unique packaging, which reflects the cultural roots in a minimalist way, as well as being an homage and tribute to the Alentejo woman, from the Lança family – Herdade Grande, who arrived in Alentejo in 1920.
The Process?After internal brainstorming, the idea was immediately accepted by the client, and the process went through several phases, from selecting the scarf, the color, the motifs; until moving on to the production/creation of the image in the studio. From photography we move on to illustration, culminating in the final design with complementary graphic add-ons, always maintaining a minimalist concept with a special focus on the scarf and hat.The production, carried out at VOX Artes Gráficas, with supervision and approval from the agency, thus culminates the life cycle of this creative project which gained life and elegance with simple details, gold stamping, relief and cutting.
What says the client about the Olive Oil: Herdade Grande’s Extra Virgin Olive Oil comes from a selection of varieties found throughout the 60 hectares of olive groves planted on the century-old property, where the Lança family arrived in 1920. In addition to the vineyard, now covering another 60 hectares, olive grove cultivation has always been present in the activity of this one of the most emblematic estates in Baixo Alentejo.
“We defined a batch with the best production of the Galega vulgaris, Cobrançosa and Cordovil varieties, for a very smooth and balanced olive oil, which we believe is a fair tribute to the Alentejo woman. After the emergence of the Dama do Monte wine brand, with this new olive oil we once again pay homage to this incredible and unique force: the woman of Alentejo”, says Mariana Lança.
About Herdade Grande – A History of Generations
In 1920, a farmer from Aljustrel called Ernesto dos Santos Lança, arrived to an estate at the doors of Vidigueira and fell in love for it, making the property the cradle of a family that would never leave that land. The Lança family would then establish in Herdade Grande. Being Vidigueira one of the most symbolic wine regions of Alentejo, the winemaking tradition was obviously part of this family. Eduardo, Ernesto’s son, was the responsible for the beginning of the production of the “Talha” wine, an ancestral method implemented by the Romans, more than 2000 years ago. In 1946, Eduardo Lança saw the birth of his most special crop, with the arrival of his first-born son António who followed the connection to the land and estate, to the point where he graduated in agricultural engineering. Like his father, he became an agronomist, winemaker, and collaborator of the Adega Cooperativa da Vidigueira.
António Lança, the current family patriarch and owner of Herdade Grande, furthered his interest in viticulture in 1980 when he planted new vines and redesigned a winemaking heritage that would become decisive for the quality and reputation that Herdade Grande has built in the wine sector. In 1997, after decades of producing for the Adega Cooperativa da Vidigueira, he decided to establish himself as a bottler producer and placed in the market his first house wine. This was a visionary step towards building what is one of the oldest family brands in Vidigueira. On the label of those wines: Herdade Grande. On its genesis, family, as always. Now celebrating a hundred years of being present at Herdade Grande, the fourth generation is already represented by the daughter Mariana, who is also an agronomist with a master’s degree in Viticulture and Winemaking.
- Agency/Creative: M&A Creative Agency
- Article Title: Olive OIl, The Portuguese Gold King!
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Portugal
- Agency/Creative City: Aveiro
- Market Region: Europe, North America
- Project Deliverables: 3D Design, Illustration, Packaging Design, Photography
- Format: Bottle, Box
- Industry: Food/Beverage
- Keywords: #packagingdesign #oliveoil #photography #branding
Art Director: Luis Marques