Retro style olive oil package design from South African creative agency At Pace began with a simple brief of retaining the ‘original logo’ and ended up delivering an authentic retro feel to a time-tested product.
The renowned Getty family of cooking condiments and oils gave a very simple requirement to the designers of At Pace – don’t change the logo of the brand since the user base connects to it. As the creative agency delved deeper into the real-estate available on the package body and what they could do to reboot the feel – it occured to them that they could leverage the old world charm and reputation at hand.
Cue, a design which is replete with faded yellow, gray and sepia – giving the package a distinctly 1950s feel. The product association with the classic oil tower is unmistakable and it creates a quick, warm connect with customers. Local artist Doug Powell did the illustrations which the choice of typography followed the retro blueprint of the concept.