Art, Olive Oil, Territory: The New Image of Frantoio Masaccio
Frantoio Masaccio Takes on a New Look.
An evolution born from the desire to tell a more authentic story of who we are today and what we aspire to become: an olive mill deeply rooted in its territory, capable of preserving its history while, at the same time, looking ahead through research, quality, and innovation.
The new logo and new labels give shape to this vision. A project where olive oil, art, and territory come together, through a contemporary language that finds its main source of inspiration in Masaccio.
Why Frantoio Masaccio?
Our name is first and foremost a tribute to Masaccio, one of the great protagonists of the Renaissance and a figure deeply connected to this territory.
In Reggello, the San Giovenale Triptych is housed in the Masaccio Museum of Sacred Art. Dated April 23, 1422, it is the painter’s first known work and one of the works that marked the beginning of the new Renaissance exploration of perspective, space, and the representation of reality.
We chose his name because it embodies what we also feel is close to our way of working: roots and vision, observation and research, respect for what exists and the desire to interpret it in a new way.
Today, this inspiration becomes even more evident and runs throughout our entire new identity.
A new logo: a symbol that speaks of our territory.
The Frantoio Masaccio logo is evolving too.
The new shape immediately recalls a deeply Tuscan symbol: the Florentine lily. Look at it more closely, however, and the symbol reveals its own identity.
The flower is created from the combination of olive leaves and a drop of oil.
A simple image that brings together who we are and the place we come from: the olive tree, our daily work, olive oil, and Tuscany.
Not a break with the past, but an evolution of it.
A more recognisable, contemporary symbol, capable of telling the story of Frantoio Masaccio through just a few elements.
The New Labels: Art Becomes Storytelling
With the new identity, our bottles are changing too.
We did not simply want to redesign the labels, but to create a visual collection in which each oil could tell a different part of our story.
Masaccio thus becomes the common thread throughout the entire range: sometimes through the human figure, other times through the geometries, details, and construction of space that characterise his work.
Each bottle has its own identity, but they all belong to the same story.
Luce and Radici
Our Classic and Sensory blends become Luce and Radici.
Luce and Radici tell the story of two sides of Frantoio Masaccio: on one hand, the deepest connection with tradition and the territory; on the other, the desire to reinterpret that same heritage with a new perspective.
The labels also translate this dialogue. Their graphic design stems from the reinterpretation of a possible self-portrait by Masaccio: the face is broken down through shapes and geometries, while certain details the gaze, the nose, the mouth become the protagonists.
A reference to the senses, but also to the way we understand olive oil: seeing means knowing and having a vision; smell and taste, on the other hand, allow us to truly discover its identity, nuances, and character.
Radici
The Most Authentic Expression of the Territory
Radici tells the story of our connection with Reggello and the Tuscan olive oil tradition.
The blend of 60% Moraiolo and 40% Frantoio brings together two cultivars that are deeply representative of our territory, creating an intense and structured olive oil. On the nose, green olive fruitiness emerges; on the palate, notes of artichoke and pine nut return, accompanied by pronounced yet balanced bitterness and spiciness. Radici Technical Sheet
A bold, distinctive, deeply Tuscan profile.
The name Radici comes precisely from this: from the land, the olive trees, and that culture of olive oil that has always been part of our landscape. It is the starting point from which we continue to feel connected, even as we evolve.
Luce
Our Vision of Tuscan Olive Oil
If Radici looks to our origins, Luce tells the story of the direction we want to take.
It is our reinterpretation of classic Tuscan olive oil: it starts with the cultivars of our territory — 40% Moraiolo, 40% Frantoio, and 20% Leccino — while seeking a more elegant, harmonious, and versatile profile.
On the nose, it is intense and elegant; on the palate, more delicate, with notes of fresh almond, apple, and thistle, and a measured balance between bitterness and spiciness. Luce Technical Sheet
Luce is therefore vision: the desire to start from tradition without simply repeating it, seeking through the selection of cultivars, technology, and work at the mill our own personal expression of Tuscan olive oil.
A new interpretation that preserves its origins, but chooses to look at them from a contemporary perspective.
Radici and Luce, together
Two names that also embody the philosophy of Frantoio Masaccio.
Radici is where we come from.
Luce is where we want to go.
Trittico
Three Elements, One Identity
The name Trittico carries a double meaning.
The first is a direct tribute to the San Giovenale Triptych, Masaccio’s masterpiece housed in Reggello and now preserved in the museum that bears his name. Created in 1422, the work was originally divided into three panels, but Masaccio conceived it as a unified space through a rigorous exploration of perspective.
The second meaning belongs to the olive oil itself.
Trittico brings together three fundamental elements of its identity:
Blend. Organic. Tuscan IGP.
Three different characteristics that acquire even greater value when considered together.
The label also reflects this concept: the figure of the olive tree interacts with a geometric composition made up of planes and blocks of colour, creating a contemporary image that remains deeply connected to the territory and the history that inspired it.
The Monocultivar
Three Varieties. Three Panels. One Territory.
Leccino, Frantoio, and Moraiolo represent three different expressions of olive growing in our territory.
For their new labels, we once again turned to the San Giovenale Triptych, this time looking closely at its details.
The inspiration comes from the geometries found in the Virgin’s throne: simple, rigorous shapes capable of creating a larger design through repetition.
From this come three different geometric panels, one for each cultivar. The letters L, F, and M become the centre of the composition, making each olive oil immediately recognisable. Individually, they tell three different identities. Placed together, they become part of the same geometry.
It is the same principle we find in our monocultivars: Leccino, Frantoio, and Moraiolo have different characteristics, but together they tell the story of the richness and complexity of the territory they come from.
Leccino
Elegant and distinctive, it is one of the varieties that shape the olive-growing landscape of our territory.
Frantoio
A symbol cultivar of the Tuscan tradition, expressing character and identity.
Moraiolo
Intense and bold, it represents one of the most distinctive expressions of olive growing in our hills.
Three oils to discover individually.
Three interpretations of the same land.
Changing to tell our story better.
This rebranding comes from the desire to tell our story better.
We have changed our visual identity, the names of some of our oils, and the way our bottles are presented. But at the heart of it all remain the same elements that guide our work every day: the territory, the olive trees, the pursuit of quality, and our constant attention to how the oil is produced.
Masaccio taught us, in a way, to look at reality with new eyes.
This is where we begin again.
A new image.
Our roots.
The same pursuit of quality.