Creative Dive: Padre – Design Bridge and Partners

The Padre rebrand celebrates a father’s story, living in harmony with the natural rhythms of the farm; taking care of each olive tree through respect and nourishment of the land.


Agricola Dargenio


Design Bridge and Partners


December 2022



Campaign Background

Design Bridge and Partners worked closely with Emanuela Dargenio, the CEO and granddaughter of the founder of Agricola Dargenio, to create a brand that pays tribute to her father and his connection to their land.

The 2022 Padre rebrand celebrates her father’s story, living in harmony with the natural rhythms of the farm; taking care of each olive tree through respect and nourishment of the land.

The identity includes a hand-drawn signature, and a personal mark of the maker, to express the idea of being ‘As One With the Olive’. The visual language is formed from a pencil sketch of a farmer’s hand, rough from the labour of the land, and a delicate olive branch, intentionally disconnected on the bottle label to express the ‘made by hand’ craftsmanship.

The imagery, designed by Italian artist and family friend of Emanuela’s, Gianluca Crudele Creative Director at Design Bridge and Partners, reflects the beauty of the transformation a farmer’s hands has on the delicate fruit.

In doing so, it celebrates his daughter’s love and admiration for his role in this process. The colour palette draws on natural tones – in dark olive, pale green and grey, combined with signature ochre. Photography art direction and a video shoot were produced in partnership with Hiss Media agency in Milan.

The Work

Deeper Dive

Design Bridge and Partners

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.

Campaign Credits

Gianluca Crudele- Design Director
Louisa Luk- Designer
Eugenia Chui- Project Management
Cecylia Grendowicz, Strategy Director
Meghan Claridge- Production Management
Photographer: Scott Kimble (still life), Marilisa Gorgoglione (portraits)
Editing: Connor Reddy
3D: Giovanni Gazzillo

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