Project
Vidro
Identity
Art direction
Catalogue
2025
The brief
Vidro has made glass in Marinha Grande, Portugal’s glassmaking town, since 1971, and presses about 400,000 jars and bottles a day for honey producers, olive oil mills, dairies and spice merchants. Its sales team sold from a price list of part numbers, and samples went out empty in bubble wrap, so a small honey producer couldn’t tell a 370 ml jar from a 390 ml one until both arrived. Vidro wanted a range that sold itself at the SIAL food fair in Paris in October 2025.
The idea
A food brand doesn’t buy glass, it buys how its product looks in the glass. So every specimen is photographed full of what it was made for, honey, oil, yogurt or paprika, in hard sun that shows the glass doing its work. Each wears a label with nothing on it but its capacity, set huge, because that is the first question every buyer asks.
Jars
The 370 ml jam jar in honey and empty, stacked to show the shoulder that lets jars pile up in a shop, and the yogurt jar with the name moulded at its base.
Bottles
The 500 ml bottle in olive oil, water and orange juice, so an oil mill and a juice bar can each see their product in it. The shoulder carries the moulded name, the only branding on Vidro’s own glass.
Small glass
Spice jars of 120 ml filled with paprika, turmeric, pepper, oregano and pink peppercorns, and a shelf of the whole small range in the sun.
The catalogue
Ninety-six specimens bound in a blue catalogue, one photograph and one capacity to a page, handed out at the fair instead of a price list. The last chapter is the factory floor.
What changed
Vidro’s stand at SIAL in October 2025 was a shelf of filled specimens and a stack of catalogues, and it signed more small brands there than in the three years before. Samples now go out filled and labelled like the photographs, so a buyer can stand one on their own shelf before ordering 50,000.
Credits
Okapi: Beatriz Correia (art director), Ana Pires (specimens and set), João Antunes (catalogue)
Vidro: Helena Gaspar (commercial director), Nuno Vieira (production)
With: photography by Rafael Costa; catalogue printed in Leiria
