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 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 transmontane) 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 of Trás-os-Montes.
The Challenge was to create a label concept and identity elements that convey the essence of Transmontano Olive Oil (considered the best Portuguese olive oil region) to the international market.
The minimal approach of the logo favors 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 is 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 production of Metaphor was completely sold. The reaction was one of pride and representativeness in a product that reveals the memories of their land “Trás-os-montes” behind the hills to the world.
- Creative Directors Filipe Mesquita, Pedro Serrão, Pedro Mesquita
- Art Directors Filipe Mesquita, Pedro Serrão, Pedro Mesquita
- Designers Filipe Mesquita, Pedro Serrão, Pedro Mesquita
- Illustrators –
- Photographers Nuno Moreira
- Editors –
- Copywriters Artur Serra Araújo