The Art of Italian Olive Oil Packaging
Editor’s note: Our sincere thanks to olive oil expert Simona Cognoli for her help with this story.
Tortella olive oil label
"Don't judge a book by its cover," they say, yet it's undeniable that the cover drives us to choose one book over another. The same principle applies to many products including extra virgin olive oil. Olive oil package design serves various roles, from marketing to functionality. In addition to aesthetics, it also addresses ease of use, storage, shipping, and sustainability concerns that sometimes lead to innovative reusable containers.
While the organoleptic quality of extra virgin olive oil remains fundamental for both consumers and producers, the packaging is worth a closer look.
Italian Packaging Trends
Bold bottle shapes
Creative label designs
Reusable ceramic jugs
Sustainable cardboard packaging
Laudemio Frescobaldi extra virgin olive oil
In Italy, many producers have moved away from anonymous bottles and uninspiring labels featuring outdated motifs—like monochromatic olive trees or traditional stone mills. Instead, they’ve embraced distinctive shapes, modern graphics, and functional designs. Often, these innovations draw on the rich artisanal and cultural traditions of specific regions or highlight Italy's excellence in design. A prime example is the iconic Laudemio bottle, adopted by all consortium members, which signals the product's provenance and type from afar. Read more about Laudemio Frescobaldi.
Between the two extremes—classic and innovative—lies a mosaic of options. These range from natural, Mediterranean-themed designs rooted in local traditions to minimalistic or abstract styles with bold colors, appealing to younger and more dynamic consumers. Packaging often varies depending on the target audience; for instance, some companies create family-friendly designs to indicate products for children.
Creativity and storytelling are crucial for product differentiation. They often tie into local characteristics, highlighting the interconnected importance of territory, culture, and extra virgin olive oil. As a consumer, understanding the brand's narrative can make you feel more engaged and connected to the product. Packaging has evolved into a true art form in the olive oil industry, reflecting the richness of Italy's landscapes, traditions, and creativity while addressing modern consumer needs for sustainability and innovation.
Looking to Puglia for Inspiration
As Italy's leading region, producing about 45% of all Italian olive oil, Puglia has also been a trailblazer in packaging innovation.
Muraglia collezione
Savino Muraglia, a forward-thinking entrepreneur from Andria, was among the first to bet on local ceramics. He collaborated with skilled artisans and replaced traditional glass bottles with handcrafted ceramic jugs featuring bold Mediterranean colors. These unique pieces, perfect for table presentation or as décor items, have become synonymous with Frantoio Muraglia. Today, the brand offers numerous collections, often tailored for special occasions or created in collaboration with renowned artists. This idea has inspired many imitators, yet each of them can find its own identity.
Caroli trulli bottle
Another standout is Antica Masseria Caroli in Martina Franca, which has designed colorful ceramic bottles also sold as bomboniere (the traditional wedding souvenir gift for guests), including the distinctive Trull’Evo, shaped like the iconic trulli (traditional dry stone hut with a conical roof) of the Itria Valley. The company also offers heart-shaped glass bottles for romantic occasions and sells various types of extra virgin olive oils—such as monovarietals and organic blends, including the Dop Terra d’Otranto —alongside traditional specialties like salumi, pasta made from organic flour, wine, and natural cosmetics.
Di Molfetta bottle
Di Molfetta a producer based in Bisceglie, opts for a more classic approach. They highlight the excellence of their Coratina monovarietal oil with a practical, table-friendly bottle and a “cheerful and fresh” label design that reflects the oil’s character. Located in Bisceglie, a cozy village along the central Apulian coast, the company also organizes tours of its olive groves and tastings at its family-owned bruschetta, Olì Olà.
Modern designs from the rest of Italy
Tenute Librandi bottles with Byzantine motifs
Design agencies have also stepped in to elevate olive oil packaging, reinterpreting regional history and culture with contemporary flair. For instance, Campania-based nju:comunicazione created stunning designs for Tenute Pasquale Librandi in Calabria, incorporating Byzantine mosaic motifs from Vaccarizzo Albanese, the village where the oil mill stands, which have been turned into elegant, modern geometrical signs enriched with a golden foil. Similarly, their designs for Tenuta Tortorella feature floral patterns inspired by historical portals once welcoming visitors in Altavilla Silentina, a picturesque village in the beautiful and pristine Cilento area in Campania, blending tradition with modern aesthetics.
Gariga bottles
Yet, landscapes, history, and heritage inspire producers and companies in many other cases. In Sardinia, Gariga’s ceramic bottles from the Art project showcase motifs from the ancient Nuragic civilization, such as archers and bronze ships or even Sa Pintadera (a small terracotta plate probably used to stamp and identify the bread loaves), each of them telling a remote and mysterious story. These beautifully crafted pieces are paired with oils from native Sardinian olive varieties like Nera di Oliena and Bosana, which are ground in the company-owned modern mill.
Romano Vincenzo moor's head bottles
Sicily also excels in artistry, inspiring oil producers. Romano Vincenzo’s Teste di Moro bottles in white and black ceramics are inspired by the island’s rich cultural heritage, indeed, and by the iconic face-shaped vases born out of an ancient legend about the love story between a young Moor and a Sicilian girl: this is how they became a popular present to wish good luck and wealth to households. These striking bottles accompany the three excellent oils - IGP Sicilia, DOP Monte Etna, and Le Sciare – of the Teste di Moro line, from local varieties sourced from Etna’s slopes, blending craftsmanship with a narrative steeped in tradition.
Beauty, Practicality, and Sustainability
Beyond aesthetics and functionality, sustainability has become a priority, particularly for Gen Z. Reusable and lightweight materials, like bag-in-box solutions, offer eco-friendly alternatives. These packages protect the oil from oxidation and allow for easy refilling.
Miracco bag in box
For example, Miracco in Calabria offers 3 or 5-liter bag-in-box packaging for its monovarietal oil made from ancient olive trees in Santa Sofia d'Epiro. Over the decades, the wild olive trees have been grafted with the local variety Dolce di Cassano to obtain a delicate and lovely scented oil. The company, which also produces wines, preserves, and traditional sweets, combines sustainability with authenticity.
Mio Padre è un Albero innovative cardboard packaging
Another innovative and sustainable approach comes from the Puglia-based company Mio Padre è un Albero. Their corrugated cardboard packaging doubles as a decorative item, featuring a slot for dried flowers or other elements. Even labels are becoming greener, using recycled or stain-resistant paper and including QR codes for traceability and multimedia storytelling, bringing messages of care, transparency, and sustainability.