The award from one of the most prestigious design and advertising competitions, the British D&AD, is in the hands of Studio Tumpić/Prenc. These creatives won the Wood Pencil in the Packaging design category for the design of the olive oil bottle ‘Istriana’ for the client E Pluribus Unum.
D&AD, short for Design and Art Direction, is a British organization founded in 1962 with the aim of promoting excellence in design and advertising. Every year, it raises the bar for quality in this industry through its annual competition, the D&AD Pencils awards, which are considered the highest creative achievement in the field, they state in a press release.
At this year’s edition of this iconic competition over 300 jury members, all leaders in the creative sector, selected winners from as many as 12,243 submitted works from 77 countries around the world, and Studio Tumpić/Prenc is the only representative from Croatia, as well as the region. The Wood Pencil award declares the ‘Istriana’ project as one of the best works of the year in its category, and as such, it becomes an example of creative excellence for future generations who will seek their inspiration precisely at D&AD.
The design of these brilliant creatives, which has earned its place among the best of the best, emphasizes the connection to the past. Namely, Istrian olive oil was mentioned as a synonym for quality as far back as the Roman Empire, but with its collapse, Istria no longer enjoyed the reputation it had during the Roman period.
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However, due to its natural conditions for producing top-quality olive oil, in the 1990s it gradually regained its status as one of the best regions for olive growing in the world. It could be said that by finding fragments of forgotten knowledge, contemporary olive growing is given life. Thus, the bottle depicts a reconstruction of various fragments of an amphora reassembled into a meaningful whole. Additionally, once placed in the box, the bottle represents the heart of a specific shape of a Roman amphora from the Istrian area, in which olive oil was stored and transported. Furthermore, the orange tone of the terracotta, specially mixed for use on the packaging, contains a percentage of real Istrian soil.
In the realization of this project, the Studio collaborated with Italian companies Wine & Industrial Packaging and Tipografia Crivellari 1918. The creative minds behind this winning idea were awarded at the D&AD Festival held at the end of last week in London, and on that occasion, they stated:
– D&AD is one of the most respected festivals in the industry, so receiving recognition alongside major brands present there, such as Nike, KFC, Mars, Calvin Klein, Google, Burger King, the NFL, and other Wood Pencil winners, is certainly a great honor, especially since it is a product whose role from the beginning has been to promote Istria, or Croatia, with its design and name. This is yet another way to achieve its goal – conclude Studio Tumpić/Prenc.
