Kadinela olive products

Client

Dračine

Creative Team

Izvorka Jurić (strategy, creative and art direction)

Igor Poturić (naming, copywriting)

Jurica Kos (design, photography)

Natalija Najjar (production manager)

The Mamić family from Kaštela owns an olive grove on Mount Kozjak and has extensive experience and knowledge in olive growing, ensuring the high quality and value of its olive products. Strongly connected to the local tradition, cultural heritage, and history of Kaštela, the family aims to contribute to the development of the local community and its tourist offering through its products. The story of Miljenko and Dobrila, the Romeo and Juliet of Kaštela and part of the town’s intangible cultural heritage, is an important source of inspiration for the Mamić family. A relief by a local artist depicting their story is also displayed in the family’s restaurant and tasting room.

Kadinela is a brand encompassing a range of olive products, primarily extra virgin olive oils, as well as other olive products and natural cosmetics. The name Kadinela is an old word from the local dialect meaning “necklace”. Its melodious sound evokes Dalmatia, while its meaning refers to the seven Kaštela lined up along the coast like beads on a necklace. The names of all seven Kaštela form a chain with the logo and are an important part of the identity. The idea of “out of love” is illustrated by two overlapping olives forming a heart. In this way, the love story of Miljenko and Dobrila, as well as the union of two olive-growing families, is given a happy ending.

The basic element – a heart created by joining two olives – is rendered three-dimensionally on the label. The interplay between the solid and cut-out areas of the two overlapping labels creates an additional dimension, while different paper textures and tones emphasise their connection. Products within the varietal and flavoured olive oil sublines are distinguished by pastel colours and product names.

The style, typography, choice of materials, and specific production techniques give the identity a premium character and create a contemporary product that appeals to customers looking for products of higher value.