Concentric circles of delight

Creative studio Nju: Communicazione has partnered with the Serino-based, family-run company Sabino Basso, to rebrand an exclusive line of extra virgin olive oils. Sabino Basso is a company that combines tradition and modernity with a rich history starting in 1904.

Nju founder and art director Mario Cavallaro explains that when conducting research for the olive oil packaging, the team took inspiration from Italian soft drink bottles from the 1950s that had anti-slip grooves. ‘We made them a key part of the packaging because oil is a viscous substance,’ he says. Concentric circles on the bottle help with the grip of the product, making it non-slip. Also included on the striking black bottles is a decoration near the top featuring the Sabino Basso monogram.

For the label, the Nju team used Tintoretto Pearl Greaseproof since, according to Cavallaro, it has a ‘distinct roughness that resembles the texture of olive tree bark to the touch. We wanted a paper that was precious but at the same time textural and functional for packaging, being a greaseproof paper.’ Metallic pantones enhance the elegance of the product.