Trás-os-Montes is a historical province of Portugal located in the northeastern
corner of the country.
Vast plateaus, river valleys, mountains, and castles abound in Trás-os-Montes.
Behind those mountains, much of what the world has forgotten still remains intact.
The beliefs, superstitions and customs are respected ancestors.
While human civilization has been suffering plagues, world wars and entrepreneurial invasions, this region’s olive tree (oliveira transmontana) set its roots, growing in the
tip of its branches a stable fruit that concentrates in its essence a history of centuries
and past millennia.
Metáfora (Metaphor) is an olive oil with a millenarian blend created from ancestral olive trees that preserves the timeless qualities of an olive oil where a living metaphor
of a region is kept. An oil that extracts the pride, authenticity and wit of the people
Create a label concept and identity elements that convey the essence of Trás-os-Montes Olive Oil (considered the best Portuguese olive oil region) to the international market.
The minimal approach of the logo favours the relationship between the purity of the product, its character of selected olive oil, and the craftsmanship and care that one wants to communicate. A charismatic and serifed typography was used, historically linked to the written word, identification of the manufacturer, batch and hand-written bottles helps to contextualize a craft scene. The chromatic palette is neutral, with metallic color notes.
Priority for the written word: label with text, for those who have time and value reading. Not for hurried people. Use of metaphors as a graphic element, whose theme must be related to the universe of olive oil, through the exploration of words such as mountain, river, tree, forest, field, etc. Low-relief text on the label (which is a metaphor for the cold and manual method of pressing the brand's olive oil).
The text on the label in its entirety: Behind these mountains, we still hide the time the world forgot. We preserve the genetic heritage of the trees and proudly hold, within this bottle, an olive oil originated from past legends and millennia.
The presentation video for Metáfora explores the "Trás-os-Montes" cultural richness based on superstitions and fantasy. Metaphors of a whole region and it's people in the voice of a shepherd who describes an apparition.
Video by Artur Serra Araújo
Photography by Nuno Moreira / numo.pt
Artur Serra Aráujo
All people of Avancos Village
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