In the heart of Gabès, Tunisia’s only sea oasis, something special is happening. It’s not just centuries-old olive trees, it’s a cultural project that blends heritage, creativity, and storytelling in the most unexpected way. Meet Tacapae, the art and olive oil project founded by French-Tunisian artist eL Seed, and their latest venture: a limited-edition bottle collaboration with iconic artist Hassan Hajjaj.
Meet Tacapae
Founded by French-Tunisian artist eL Seed, Tacapae is where art, culture, and craftsmanship come together through the lens of olive oil. Rooted in Gabès, Tunisia’s only sea oasis, the project celebrates the region’s heritage while reimagining how traditions can live in a contemporary world.
Each year, Tacapae collaborates with visionary artists to turn olive oil bottles into collectible works of art, blending design, storytelling, and the deep cultural symbolism of the olive tree. More than a brand, Tacapae is a creative movement that connects land, community, and modern identity through the timeless ritual of olive oil.
Hassan Hajjaj’s Bold Tribute to Gabès
This year, Moroccan-British artist Hassan Hajjaj, known as the “Andy Warhol of Marrakech,” brings his pop-art energy to Tunisia’s south. Inspired by roadside markers, colorful kiosks, and bold street signs, he created three limited-edition olive oil bottles that radiate joy, culture, and color. With only 300 bottles per design, they’re true collector’s pieces.
The collaboration began at the Tacapae Harvest in Gabès, where eL Seed and Hajjaj envisioned the project over freshly pressed olive oil. When Hajjaj returned for GABÈS 1447, the textures and rhythms of the southern landscape shaped the vivid designs celebrating both art and place
The Pop Icon of the Arab World
Born in Larache, Morocco, and now based between Marrakech and London, Hassan Hajjaj is known for vibrant portraits that mix fashion, photography, and cultural commentary. Exhibited in museums from the Brooklyn Museum to the Victoria & Albert Museum, his work challenges perceptions of Arab and African identities through color, humor, and consumer culture.
Bringing his visual language to Tacapae, Hajjaj bridges two worlds: the earthy, soulful essence of Tunisia’s olive groves and the electric energy of global pop art.
Our Take on Turning Products into Stories
This collaboration goes beyond visuals, embodying Tacapae’s mission to celebrate olive oil as a cultural artifact that connects people, place, tradition, and innovation. Each of the 900 limited-edition bottles is handcrafted in stoneware, adorned with Hassan Hajjaj’s signature transfer prints, and meticulously numbered, transforming it into a collectible piece to taste, keep, and treasure.
More than olive oil, each bottle becomes a vessel of identity, creativity, and heritage, a masterclass in storytelling that demonstrates how brands can elevate everyday objects into experiences people truly cherish.
The Tacapae x Hassan Hajjaj limited-edition collection is now available on Tacapae’s official website. Don’t wait, these bottles won’t be reproduced.
This collaboration proves that authentic brands can bridge worlds, turning craft into culture and objects into experiences. When marketing moves beyond selling, it starts storytelling.
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