Spanish nectar: Oil with a Rough Luxe twist

Valencia, Spain – As trends such as Rough Luxe and New Seriousness come to the fore, Spanish designers CuldeSac have created an olive oil brand, El Mil del Poaig, that perfectly reflects this shift towards product and packaging styles that are raw and unfinished, yet handmade and tactile.

CuldeSac have designed a concept, produced in association with Valencian actor Joaquin Solano, that appeals to the now, but speaks of the past. A flask-shaped bottle in glazed porcelain has a removable lid that reveals a sliver-thin medieval-style pouring nozzle. The olive oil is held in place by a thin peg, which, when removed, permits a tear-shaped drop of golden-green liquid to chase along the spout. All very intentional, say the designers. Following Solano’s instructions, they have developed a bottle and a packaging style with a distinctive rough wood outer casing and mesh wrapping that appeals to a growing band of urban Spanish consumers keen to reconnect with their country and their pre-Franco roots.