Work Moro Olive Mill
Moro Olive Mill, 2025
Four generations, one tin
- Sector
- Food and drink
- What we did
- Packaging, identity
- Where
- Messinia, and delis in Athens and Munich
- How long
- 10 weeks
Packaging for a family mill whose oil was better than every label on the shelf next to it.
6 weeksearlier sell-out of the 2025 harvest
The brief
Moro presses oil from its own groves and three neighbours'. It sold well at the mill door and badly everywhere else, because on a supermarket shelf it looked like forty other bottles with an olive branch on them.
The real problem
Good oil in a bottle that looks like everyone else's is invisible. The shelf decides before the taste does.
What we did
We dropped the bottle for a tin, which keeps light out and stands out on a shelf of glass. Each harvest gets a pattern of concentric rings, one ring for each grove in the blend, so the tin tells you what is inside before you read anything. The typography is set large enough to read from the end of an aisle.
What we made
On the wall
The ring pattern won on the second day. The wordmark took three more weeks.
Every Friday at four, each project in progress is pinned up at real size. Why we print it
What changed
Two delicatessen chains in Athens and one in Munich now stock it. The mill sold its 2025 harvest six weeks earlier than any year before.
My grandfather would not have understood a tin. He would have understood the rings.