Chioma

How do you introduce a product deeply rooted in Italian culture to an audience unfamiliar with its everyday uses? For the Japanese market, olive oil needed to be more than an ingredient. It needed a place in a culture already passionate about beauty and wellness.

The sun means different things to different cultures. In Southern Italy, it is a source of life, nurturing the olive trees and shaping a way of living. In Japan, protecting the skin from the sun is an integral part of beauty rituals. Olive oil bridges these worlds, bringing the goodness nurtured by the Italian sun into Japanese wellness routines.

We developed a complete brand identity, packaging system and 360° campaign built around the sun as both a source of nourishment and a visual signature. The packaging features a collection of three labels created using cyanotype, an analogue photographic process that captures shadows through sunlight. Made directly in the olive grove under specific sun conditions, each label records the silhouettes of the very trees that nurture the olives, turning a fleeting natural moment into a unique visual trace of the oil's origin. The campaign brought this connection to life through three complementary content directions: a cinematic film immersed in the landscapes and traditions of Southern Italy; a beauty-focused editorial shoot celebrating radiant skin and the oil's wellness positioning; and a more practical, social-first series exploring serving suggestions, recipes and everyday uses. Together, these assets formed an integrated campaign across print, digital advertising, social media and web, introducing olive oil not just as a product to discover, but as a new ritual to embrace.