Taste matters

Olivo Olive Oil

Brand Strategy + Brand Expression

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Read about the challenge, solution and result

The Challenge

Sometimes you have to stand up and stand out. Being the first commercial olive grower in the Wairarapa doesn't make you the best - but understanding 'taste' and leading people to appreciate it does. When Olivo was brought by new owners they sought DNA's advice on how best to lead the market which was classically served by boutique producers appealing to the homely cottage / farmers market sensibilities of customers.

The Solution

A brand, packaging and marketing approach that defines and articulates a strong point of view and forms the basis for a unique visual identity. Olivo is about championing taste, and delivering a product that has this in spades. this category like many others is laden with like products and stories and models that grab an angle or trait. DNA and Olivo set about transcending tradition and cutting across the predictable approaches of many competitors. Today its a brand that is bigger than the people who make it or the region its from, the olive varietals it is made from and is a brand that despatches with the traditional artisan/craft genres rife in the industry here in New Zealand and internationally. The resulting brand is strong, distinct, single minded and evocative across all its touch points.

The Result

We saw the huge opportunity for Olivo to become leaders in not just growing and pressing award winning oil, but by being seen as experts in 'taste'. Their Brand and marketing strategies now focus on their expertise, other food experts in NZ (restaurants, chefs and writers) have rushed to endorse them - and customers have followed in droves.

Olivo may still be a boutique producer, but they are growing strongly and have created waves far greater than their size would normally allow.