Interview about Grovehood Collective Branding, winner of the A' Graphics, Illustration and Visual Communication Design Award 2025
Grovehood Collective partners with earth friendly boutique farms to create a transparent extra virgin olive oil brand in the Netherlands. The visual identity balances tradition and modernity, emphasizing authenticity and traceability. A vintage inspired label with custom cut details and refined typography reflects craftsmanship and shows all the details of olive origin. The olive with orbits symbol honors the dedication of family run farms whose world turn around this fruit, while an earthy color palette highlights the products natural origins, forming a cohesive packaging system.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsFor me, the key was never to mimic tradition for the sake of nostalgia, but to reinterpret it with intention. Grovehood Collective is rooted in small-scale farming and craftsmanship, but it’s also a forward-thinking brand, prioritizing traceability and transparency. The design reflects that balance, a vintage-inspired label with crafted details brings warmth and familiarity, while the clean layout, refined typography, and restrained color palette introduce a modern, honest aesthetic. It feels connected to heritage, yet confidently contemporary.
The idea came from observing how, for these family-run farms, life truly revolves around the olive harvest. It’s not just agriculture, it’s generational, it’s personal, their center of gravity. The olive with orbit lines captures that sense of dedication, with the orbits symbolizing both movement and connection - the connection between the land, the farmer, and the consumer. It also quietly reflects the brand’s focus on transparency, as traceability is essentially about making those invisible connections visible.
It was definitely a challenge, the bottle is elegant but the label space is compact. That’s where considered hierarchy and restraint became essential. We prioritized only the most relevant information on the front, letting the design breathe. Secondary details, like traceability information, are placed more discreetly but remain easily accessible on the back. We also used custom-cut label edges to create visual intrigue without overcrowding. The result feels premium and intentional, even within tight space constraints.
The palette was directly inspired by the landscapes where the olives grow, the muted greens, the warmth of the soil, the golden tones of the oil itself. We intentionally avoided artificial or overly saturated colors. The aim was to echo the product’s purity and the understated beauty of the farms. The colors not only create visual harmony but also reinforce the tactile, earth-connected feel of the brand. It was about making every detail feel grounded and honest.
Being the first to prioritize full traceability in the market is a powerful differentiator, and I wanted the branding to reflect that leadership in a humble, approachable way. We steered away from overly commercial aesthetics and instead focused on materials, textures, and design choices that felt crafted and real. Authenticity guided everything - from the storytelling layers to the tactile label cut - because this brand isn’t just selling olive oil; it’s offering an honest connection to its source.
The custom-cut double label was a deliberate choice to elevate both the storytelling and the sensory experience. The technical challenge was ensuring perfect alignment and achieving a clean cut that would hold up in production across thousands of units. We worked closely with print suppliers to fine-tune the die-cutting process and test materials that would maintain both sharpness and flexibility. This extra layer of detail gives the packaging a crafted feel that immediately signals quality when held in hand.
Considering the exceptional quality of the olive oil, it was clear the packaging needed to elevate the perception accordingly. The unique bottle silhouette immediately communicates value, care, and a sense of ritual in opening and pouring. It feels like something to savor, not just consume. Every element, from the glass bottle to the refined label system was carefully selected to mirror the premium quality inside. The packaging is an invitation to appreciate the craftsmanship at every touchpoint.
Typography was essential in striking the right tone. I selected a serif with slight vintage cues for the logo typeface and modified some letters to underline the uniqueness and high quality craftsmanship of the product, it evokes tradition, but the clean, modern execution prevents it from feeling dated. For supporting text, I paired it with a simple, legible sans serif to maintain balance and readability. I specifically spent time perfecting the kerning of the logotype, making sure every letter feels balanced and intentional. Special attention went to the E letter, ensuring it stands upright and visually correct even on the curved path of the logo. These small, meticulous refinements are what ultimately create that polished, crafted feel.
Maintaining color consistency across different substrates is always a technical challenge. We collaborated closely with printers to run multiple tests, adjusting ink density and finishes to account for material absorption differences. We developed a color guide specific to each material, ensuring that whether on PP labels, paper tags, or pouches, the visual language stayed cohesive. The process required patience and precision, but it was essential to protect the integrity of the brand across all touchpoints.
The award brings visibility and credibility, but more importantly, it reinforces Grovehood’s commitment to thoughtful design and transparent storytelling. It opens doors for the brand to expand while holding onto the same core values of authenticity and craftsmanship. I believe the recognition will encourage the brand to continue innovating in how it connects people to the origins of their food, both through design and through meaningful partnerships with producers.
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