How we made a great olive oil label for Bel Poggiolo, Spoleto, Umbria from its story “Legend of Lazarus and Faroaldo and the Anima Mundi”

Background: After the fall of the Roman Empire, the Lango Bards (long beards), a fierce tribe from North Germany, invade Italy and establish a mosaic of trucculent dukedoms, one of which, Spoleto, is eventually ruled by the barbarian duke  Faroaldo, who has recurrent dreams sent from Lazarus, the last surviving "pillar saint" from Syria, who lives in the hills above Spoleto. But when Faroaldo goes to Mons Loucom, he is cast out fiercely by Lazarus. This leaves Faroaldo, riding about the countryside in a state of perplexity. "Why he calls me and then rejects me!"  One day, as he rides up by the knoll of Bel Poggiolo an extraordinary thing happens ….. this story can be read on the label as shown below. The added value brought by this “Lauda Te” label makes this extra virgin olive oil not just a high quality food product  but also a work of art and literature and a blessing (symbolism of the olive). This is the power of storytelling even for marketing.   

Laudate Extra Virgin Olive Oil  

Laudate Extra Virgin Olive Oil

 

Now Faroaldo led his horse to the far side of the knoll that gave to Loucom, the mountain of Lazarus. There an angel appeared to him in flames of fire from within an olive tree. Faroaldo saw that though the tree was on fire it did not burn up.

So Faroaldo thought, I will go over and see this strange sight - why the tree does not burn up.

Then the angel called to him from within the fire:  “Faroaldo ! Faroaldo !” And Faroaldo said, “Here I am.”

“Do not come any closer,” the angel said. “Take off your shoes, for the place where you are standing is holy ground.”  At this, Faroaldo hid his face, because he was afraid to look at the angel.

Now, I am telling you to follow that dream” said the angel  but Faroaldo said, “Who am I to follow that dream which spurned me.”

The Angel 

The Angel