Puur Olijf is a Dutch brand that imports olive oil and other Italian products to distribute on the Dutch market. Chapters repositioned the brand by creating a new branding that fits the price point and the quality of the product. We are proud to bring a Dutch brand onto the market that comes in such a pretty package!
The uniqueness of Puur Olijf is that no olive oil is as pure as the oil of Puur Olijf; the oils are made from Italian olives that are pressed and bottled in Italy - which is quite rare in the olive oil industry. The previous branding of Puur Olijf did not claim the right market position.
A product as pure as Puur Olijf needs a branding that fits the quality of the product in order to attract the right audience.
Chapters repositioned Puur Olijf into a premium brand by enhancing the packaging of the product and telling the authentic story of Puur Olijf.
The strategy of most of the competitor’s brands is to use an Italian name and appearance, which did not necessarily mean that they were more believable as an Italian product. As Puur Olijf serves the Dutch market, we made being a Dutch company the product’s strength.
The Dutch are known to be fair traders. Therefore, we chose to keep the brand name and all communication in Dutch, which creates trust in the product amongst Dutch people, the target audience.
There is no existing quality mark for oils that are grown, plucked, pressed, and bottled in Italy - so Chapters developed a quality mark for this unique product and awarded Puur Olijf this quality mark.
To create a clear identity for Puur Olijf, we made it more personal, by weaving the founder’s story into the branding. Around each bottle we have created a patterned wrapping, which tells the founder’s story about the different kinds of olive oil, her passion for this product and the journey she embarked on to bring her beloved olive oils to the Netherlands.
Puur Olijf is given an authentic Italian appearance in a contemporary style, by using the colours of the Italian flag. The primary red, white, and green colours are adjusted into shades that are closer to the colours of olives. The brand is given a visible link to Italy, which is clearly stated in the pay-off “geplukt, geperst & gebotteld in Italië” – which translates to plucked, pressed, and bottled in Italy.
In the design of the logo, we illustrated an olive in the O of Puur Olijf.
For the typography, we chose an old Italian commercial font.
From all ingredients, we made hand drawn illustrations. The result? An authentic branding that promotes the quality of the brand.
