The Challenge
The Marques de Valdueza family, one of the oldest aristocratic families in Spain and renowned as cattle ranchers, has also been producing olive oils for more than 600 years. Annual sales of olive oil in the UK are worth £104million (Euro154million), up 39% since 2000 and taking a 51% share of the oil market. The Marques wanted to launch a premium olive oil in the UK aimed at consumers who entertain at home and enjoy recreational cooking.
The Brief
Design Bridge was briefed to develop an identity for the Marques de Valdueza brand, and in doing so create the first premium export olive oil that could seriously challenge the established Italian brands. The brief also asked for Design Bridge to create packaging for a ‘second pressing’ olive oil aimed at a mid-price market.
The Design
The identity for Marques de Valdueza Extra Virgin Olive Oil was inspired by the family’s heritage and features a simplified ‘V’ and crown symbol used to brand the family’s cattle. The Marques de Valdueza family seal is used on the label on an earthy blue green colour background found on a painting of the family crest.
The bottle itself is an elegant square-to-round form with an embossed detail of the cattle brand on the lid. The mid-priced olive oil, Merula, has its own identity derived from the Latin name of the blackbirds that flock around the Marques’s estate. A simple silhouette of a blackbird is complemented by silver colours, including a custom mixed olive silver. Merula is also available in an elegant silver aluminium can.
The Results
Marques de Valdueza Extra Virgin Olive Oil launched in 2004 and Merula Extra Virgin Olive Oil in 2006. While annual growth in the olive oil market runs at 15%, Marques de Valdueza olive oil has seen incremental growth of 500% year on year since launch. Both products are listed by multiple retailers like Waitrose in the UK, and by Dean and Deluca in the US. In 2007, the company expects to sell its entire capacity for single estate Marques de Valdueza Extra Virgin Olive Oil by November.
Judges Comments
‘The results are overwhelmingly good’ said the judges, who praised this small company’s investment in design on a ‘tiny’ budget. ‘Packaging is the only thing that makes up this company’s marketing effort and it has seen massive increases of 500%,’ said Liisa Puolakka, Global Head of Brand Identity, Nokia. The rest of the panel called it ‘a wonderful winner – design quite clearly made a difference.’
Winner International Export Award Gold Packaging – Branded Food & Drink
