ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Packaging Design

Tortorella, the welcoming flowers

Agency nju:design / Eboli

Client Tenuta Tortorella

Category

Food / Beverage / Food - Series

Annual ID

ADC101_PKG037M

About the Work

A symbol is the image of an idea, the one we choose for Tenuta Tortorella had to represent many concept at the same time: the history of the place, of the product, and of the company. Centuries-old olive trees, an estate handed down for three generations’ family, a World Heritage product. Like an old song’s brand new cover of an, like beginning a new journey with a backpack full of memories, like the new logo of Tenuta Tortorella: a simple, everyday, capital letter that redesigned looks like an olive tree and a door. Thorough an iconographic and historical research on the estate’s village – Altavilla Silentina, a municipality located between the Alburni mountains, the Sele river’s plain and the Tyrrhenian Sea – we chose the typical sixteenth-century arch doors as the perfect symbol for Tenuta Tortorella. The arch door as a gate, a time split, the open space between before and after. An arch, holding the building’s weight, allow the existence of a door to exist, maks the passage between inside and outside, before and after, possible. It supports the old to welcome the new. Moreover, historically, decorated arches also had a representative function, showing families’ emblems or expressing an idea. Typically Altavilla’s arches have flowers carved on the outside, called “the hospitality flowers” to welcome house guests or foreigners just arrived in the village. There you have a suggestive idea for the Tenuta Tortorella’s most important oils’ labels! These flowers, uniquely designed, placed in the middle of the new round-shaped labels, for a new shaped bottle, with the name of the product around, immediately communicate the history, the idea and the flavour that make this oil one of a kind.

2022 Awards

Total Points: 3

Merit Honor

Credits

Agency

nju:design / Eboli

Art Director

Mario Cavallaro

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