Contenders at Cannes 2023: Agricola Dargenio – Padre | Design Bridge and Partners

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Design Bridge and Partners

The family-owned farming business, Agricola Dargenio, has been operating for over 70 years and up until 2017 was focused solely on cultivating the land and selling its produce.

When Emanuela, granddaughter of the founder, got involved in the family business she saw an opportunity to take things into her own hands and produce a superior extra-virgin olive oil.

This became an opportunity to create a brand that expresses a different approach to agriculture, one that’s more conscious of its role within our society and the environment.

Padre, meaning father in Italian, was the first product released by Emanuela paying homage to the efforts and sacrifices of the previous two generations.

The logo is a hand-drawn signature, a personal mark of the maker, “As One With the Olive.’

The 2022 rebranding aims to tell a story going beyond family legacy, about the shift in perception around farmers’ work and the pride in turning rough soil into a refined premium product.

The Work

All images via Design Bridge and Partners

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