Responses by Typical. Organization for standards & order
Background: Established in 1933, IDEAL is a Greek family-run company with a large history that mostly specializes in olives. It wanted to produce Extra Virgin Olive Oil that would stand out in today’s market.
Reasoning: We got the idea for the packaging from the company’s name: IDEAL. Linguistically speaking, the word ideal is derived from the word idea in Latin—a Platonic idea or archetype—and from the Ancient Greek word ἰδέα—idéa, which means notion or pattern, which also comes from the word εἴδω—eídō, or I see.
Obviously, we couldn’t escape the idea of thinking of Plato and his “Theory of Ideas,” which holds that non-physical—but substantial—forms, or ideas, represent the most accurate reality. Since packaging in general is often characterized as “ephemeral” or “superficial,” belonging to “the world of appearances,” we thought that this design could be an “ideal” allegory by itself. By typesetting Plato’s famous text, the Allegory of the Cave, on the surface of a white painted bottle, we turned the consumption of olive oil into a philosophical opportunity.
Challenges: We had to consider the large history of this company that has created products that have resisted the challenges of time, and with this new product, we crafted another “classic” in a different way. For us, the challenge is how can we design objects that the consumers do not consider as a waste after their initial purchase?
Favorite details: Referring to a classic text that we believe is still relevant to read. For many reasons, we believe the packaging could withstand time and also inspire thoughts. We are proud that the simplicity of the packaging idea made it into the actual product. This proved one of our theories that we should learn in our society to do less and to think more. We live in a time where everything seems over-designed.