What market insights drove the creative inspiration behind the campaign?

The success of Figlia came from its capacity to narrate a story going way beyond olive oil about sensitivity, nature and femininity. The challenge with Padre was to identify a story in line with the sentiment of Figlia and yet unique to the product.

The scope consisted of re-designing the label and bottle for Padre and devising a system to expand it into a new range of aromatic oils that the client was about to launch. On top of it all we had to also look into the Agricola Dargenio master brand and elevate it to become the umbrella of the different product lines.

How did the campaign evolve creatively?

Since the launch of Figlia Agricola Dargenio had been moving on a new trajectory as a brand which wasn’t reflected at all in the way the brand looked like.

Redesigning the master brand we simply extended the visual principles established for Figlia to the whole brand, although being careful to make the brand aesthetic more gender-neutral so as to host a wider variety of product brands.

Redesigning the e-commerce was also a great opportunity to engage with a great local partner such as Hiss Media which is now an integral part of the Dargenio brand and an ally in protecting the brand essence and its aesthetic quality.

Can you tell us about some of the challenges in putting the campaign together for launch?

The project started towards the end of Covid and the beginning of the war in Ukraine. Both these events have profoundly affected the supply chains in southern Italy and made sourcing the bottle particularly difficult. This uncertainty led to multiple changes in design, from bottle details to printing techniques to the idea of having a paper label at all.