Tenuta Tortorella's olive oil logo grows from its village's 16th-century arched doors

Tenuta Tortorella sits in southern Italy with an estate of centuries-old olive trees, handed down through three generations of the same family, near the village of Altavilla Silentina. The village's sixteenth-century arched doorways — decorated on their outside with carved flowers that welcomed strangers arriving in town — became the obvious raw material when the oil brand needed packaging that could tell the history of the place, the product and the company at the same time.

Italian studio nju:comunicazione made the logo from one capital letter, the T of Tenuta Tortorella, redrawn so it reads as both an olive tree and one of the local arched doors. The arch carried the metaphor: a door holds up the old and welcomes the new, which is exactly the job of a brand mark.

The flowers carved on Altavilla's arches — locally called the flowers of welcome — were redrawn and placed at the center of new round labels on a new bottle shape, with the product name circling them. The harmony and roundness of the flowers carried over to the olive and its flavor, and the whole label narrated the estate's place at a glance.