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Client

Tacapae

Year

2021

Service

Food & Beverage

Description

Tacape produces Tunisian olive oil in packaging that is sustainable for art lovers and culinary experts that tell the story of our origin.

Tacapae
Shifting the focus from olive oil as a commodity to olive oil informative art that transcends the product.

Client

Tacapae is a deeply personal project by French-Tunisian artist eL Seed, reflecting his rich cultural heritage and connection to his hometown of Gabes, Tunisia. The brand’s foundation began when eL Seed discovered that the olive trees on a recently purchased plot of land were planted by his great-grandfather. This familial bond inspired the brand’s creation—an offering that is not only olive oil but a tribute to the land and the artist’s roots.

Tacapae embodies the intersection of culture and craftsmanship, celebrating Tunisia’s rich traditions while fostering a deep emotional connection to eL Seed’s personal history. The story of Tacapae is not just about oil; it’s about family, legacy, and a cultural heritage that transcends borders, blending the richness of Tunisian culture with international art and artistry.

Challenge

Honoring Legacy While Reaching Global Consumers

Tacapae’s challenge was to position itself as more than just olive oil. eL Seed wanted the brand to reflect his personal connection to Tunisia, while also appealing to a global audience of art collectors and conscious consumers. The challenge was to merge authenticity with modern luxury, creating a product that felt both deeply personal and universally desirable.

How do you preserve the legacy of an ancient tradition, the profound bond with land and family, while reaching sophisticated global markets that value both sustainability and cultural heritage? This was the core challenge in bringing Tacapae’s story to life, crafting a brand that would resonate emotionally while standing out as a luxury, limited edition product.

Solutions

A Storytelling-Driven, Artisanal Luxury Brand

To address the challenge, we developed a visual identity and brand narrative that celebrated culture, excellence, and legacy at every touchpoint. The limited edition bottles, each adorned with eL Seed’s signature calligraphy, were designed not only to house olive oil but also to serve as collectible art pieces. By introducing new designs each year through collaborations with different artists, we ensured that Tacapae was always evolving, while maintaining its connection to Tunisia’s artistic and cultural heritage.

The minimalist yet refined visual identity echoes the purity and excellence of the olive oil, creating a luxurious feel that remains grounded in cultural authenticity. The design mirrors the glossy sheen of the oil itself, a metaphor for both the luxury of the product and the care taken in its production. Each bottle celebrates the legacy of 31 olive trees and the family tradition, while reinforcing Tacapae’s commitment to sustainable farming and support for local Tunisian communities.

The emotional story behind Tacapae—blending art, culture, and personal heritage—built a strong bond with international collectors, cultural retailers, and fine food connoisseurs. By positioning Tacapae as a premium collectible with a story of family, culture, and sustainability, we crafted a brand that is as much about connection and pride as it is about luxury.

Tacapae isn’t just olive oil; it’s a tribute to home, heritage, and the legacy of a family, told through art, culinary culture, and sustainability.

Testimonials

"Working with Twothirds has been a great experience. It's important for me to talk about experience here, because that's what they offer. They have taken me on a journey where they have shaped, sharpened and elevated my olive oil brand to something I didn’t even expect. I take my hat off to them for being able to translate my ideas into something tangible that captures the values and energy that Tacapae stands for"

— eL Seed

Process

Our work with Tacapae began with a clear intention: the brand had to feel like it was made by the land, not just inspired by it. To achieve this, we rooted every design decision in the materiality of Tunisia—the textures, finishes, and natural tones that spoke to the heart of the brand. We didn’t want the design to simply reflect the culture; we wanted it to embody the land itself.

We experimented with raw textures and organic materials, pushing boundaries with mockups across various touchpoints: packaging, print, and digital. Each iteration was a step toward understanding how Tacapae would come to life visually and tactically in the hands of its audience. It was about testing the physical experience of the brand—how it felt to touch, see, and interact with.

By experimenting with these materials and finishes, we were able to create a brand that wasn’t just an aesthetic interpretation of Tunisia’s rich heritage, but a true extension of its natural beauty and authenticity. The goal was clear: Tacapae had to feel as rooted in the land as the 31 olive trees it was born from. This hands-on exploration phase ensured the brand’s identity was solidified, reflecting not only cultural pride but also an artisanal quality that would resonate with discerning consumers worldwide.

SERVICE

Food & Beverage

CLIENT Tacapae

YEAR 2021

The strategy for Tacapae is focused on blending storytelling, artistry, and product excellence to transform the olive oil from a culinary staple into an exclusive, limited-edition collectible. Twothirds Design leveraged the personal connection Elseed, the founder‘s family roots, and the product to craft an emotional narrative that would resonate.

Tacapae honors Tunisian roots by creating a holistic economy around the Olive Oil as a produce and Tacapae as collectible art.

Tacapae honors Tunisian roots by creating a holistic economy around the Olive Oil as a produce and Tacapae as collectible art.

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