Buenaventura has been actively collaborating with Fuenquesada since we redesigned their brand identity a few years ago, adapting it for editorial and web platforms, along with their entire packaging line. With each new harvest, we develop a campaign that provides the deserved prominence to an extra virgin olive oil of Fuenquesada’s exceptional quality.
Fuenquesada, olive growers since 1850, produces internationally recognized, exceptionally high-quality extra virgin olive oil. Their harvests are deliberately limited to ensure meticulous control over their outstanding quality.
For the 2023 harvest, we envisioned a campaign that would emphasize the legacy of those who, over the years, have shaped Fuenquesada into what it is today. To achieve this, we collaborated with artist Fátima Moreno to create an artistic intervention directly within the olive grove.
The concept of the campaign centers on drawing parallels between the meticulous, artisanal production process of Fuenquesada’s extra virgin olive oil—where quality reigns supreme—and the creation of an artistic piece that pays tribute to traditional production by exalting the act of harvesting the fruit.
The artist transforms the olive harvesting net into a canvas, where abstract landscapes emerge from her brush as if they had fallen from the very trees alongside the olives. This elevates not only the artisanal approach to extra virgin olive oil but also the traditional tools used for centuries to gather the olives. This artistic intervention celebrates both memory and the senses.
To complement the initiative, a fragment of the canvas accompanied each of the 2,000 bottles of 500 ml, packaged in canisters.
The fusion of design, art, and Fuenquesada’s extra virgin olive oil highlights that inspiration, emotion, effort, and memory are the foundation of excellence.
