Pareidolia

Design: Loonatiks Design Crew
Project Type: Produced, Commercial Work
Client: Figalian Land
Location: Athens, Greece
Packaging Contents: Extra Virgin Olive Oil
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital printing, Blind emboss

Figalian Land asked us to design a label for their Extra Virgin Olive Oil. When we asked them the reason they wake up every day and do what they do, the answer was “We want anyone who buys our olive to feel just how we were feeling us kids, playing around the olive trees and get that taste of innocence.

We named the product after the word Pareidolia. Pareidolia // Ancient Greek παρα (para, “alongside, concurrent”) // εἴδωλον (eídōlon, “image”) a psychological phenomenon in which the mind responds to a stimulus, usually an image or sound, by perceiving a familiar pattern where non exists .

Pareidolia can cause people to interpret random images, or patterns of light and shadow, as faces, something kids do often with their imagination. Our design solution was to give the definition of the word, on the label and to emboss an olive tree trunk, in this way the consumer can travel back in time and play with his imagination, just as he was doing in a young age.