Fortuna Olive Oil
Fortuna Olive Oil
Branding, Packaging, AI
Marketing, Packaging, Print Ads, DTC Store Graphics, Large Format Event Graphics
Price:
Price:
$20,000 USD
Price:
$20,000 USD
Turnaround:
Turnaround:
2 Weeks
2 Weeks
Turnaround:
2 Weeks
Role:
Role:
Creative Director
Creative Director
Role:
Creative Director
Engagement:
Engagement:
Concept Project
Engagement:
Concept Project
Project Outcomes & Highlights:
Project Outcomes & Highlights:
3.5X Higher Recall
for brands with custom illustrations
3.5X Higher Recall
for brands with custom illustrations
76%
of specialty retailers prioritize distinctive packaging
76%
of specialty retailers prioritize distinctive packaging
Reworking Tradition
for the Modern Premium Food Market and Ecommerce
Reworking Tradition
for the Modern Premium Food Market and Ecommerce
Fortuna Olive Oil Co.
Fortuna Olive Oil & Balsamico represents a concept project that demonstrates how strategic brand design transforms traditional Italian food imports into premium luxury products that command higher prices and stronger wholesale partnerships.
This comprehensive rebrand tackles the challenge of standing out in crowded specialty import markets by creating a sophisticated visual identity that honors Italian heritage while appealing to contemporary luxury consumers.
Drawing inspiration from classical Italian art and mythology, I developed a complete brand system centered around Fortuna, the Roman goddess of fortune and prosperity—a perfect metaphor for the success this brand design would bring to wholesale partners.
The design incorporates traditional etching illustrations of olive trees, presses, and classical imagery that showcase authentic cultural roots and artisanal production methods, differentiating the brand from generic import competitors.
The typography strategically combines timeless serif fonts with clean, modern layouts to bridge traditional Italian craftsmanship with contemporary luxury market expectations.
Challenge:
Premium Italian food imports face intense competition in specialty stores, with most brands relying on clichéd imagery that fails to justify higher price points or provide wholesale partners with compelling sales tools.
Solution:
I developed a comprehensive luxury brand system that combines authentic Italian heritage storytelling with contemporary design principles, creating immediate shelf impact and long-term brand recognition.
Services:
• Brand Identity Design
• Packaging Design
• Custom Illustration
• Typography System
• Wholesale Presentation Materials
Role + Team:
Conceptual Project | No Team
Key Phases:
• Brand Strategy & Positioning
• Visual Identity Development
• Custom Illustration Creation
• Packaging System Design
• Mockup Production
Fortuna Olive Oil Co.
Fortuna Olive Oil & Balsamico represents a concept project that demonstrates how strategic brand design transforms traditional Italian food imports into premium luxury products that command higher prices and stronger wholesale partnerships.
This comprehensive rebrand tackles the challenge of standing out in crowded specialty import markets by creating a sophisticated visual identity that honors Italian heritage while appealing to contemporary luxury consumers.
Drawing inspiration from classical Italian art and mythology, I developed a complete brand system centered around Fortuna, the Roman goddess of fortune and prosperity—a perfect metaphor for the success this brand design would bring to wholesale partners.
The design incorporates traditional etching illustrations of olive trees, presses, and classical imagery that showcase authentic cultural roots and artisanal production methods, differentiating the brand from generic import competitors.
The typography strategically combines timeless serif fonts with clean, modern layouts to bridge traditional Italian craftsmanship with contemporary luxury market expectations.
Challenge:
Premium Italian food imports face intense competition in specialty stores, with most brands relying on clichéd imagery that fails to justify higher price points or provide wholesale partners with compelling sales tools.
Solution:
I developed a comprehensive luxury brand system that combines authentic Italian heritage storytelling with contemporary design principles, creating immediate shelf impact and long-term brand recognition.
Services:
• Brand Identity Design
• Packaging Design
• Custom Illustration
• Typography System
• Wholesale Presentation Materials
Role + Team:
Conceptual Project | No Team
Key Phases:
• Brand Strategy & Positioning
• Visual Identity Development
• Custom Illustration Creation
• Packaging System Design
• Mockup Production
Solution
Brand Identity: I created a sophisticated logo system featuring a distinctive monogram that works seamlessly across all applications from packaging to digital presence, ensuring consistent brand recognition.
Packaging Design: I designed premium bottle labels and packaging for both olive oil and balsamic vinegar lines that command attention on retail shelves while communicating exceptional product quality through refined aesthetics.
Custom Illustrations: I developed a series of bespoke etching-style illustrations that tell the story of the brand's heritage and production processes, adding authentic character without relying on overused imagery.
Wholesale Materials: I created elegant product boxes and marketing materials specifically designed for wholesale business models, giving import stores compelling visual merchandising tools that enhance their retail environments.
Design Goals
This conceptual project demonstrates how strategic brand design delivers measurable business results:
• Create a cohesive visual system that communicates premium quality and authentic Italian heritage
• Differentiate specialty food products in competitive markets through sophisticated visual storytelling
• Elevate perceived value through carefully crafted packaging and marketing materials
• Balance traditional craftsmanship with contemporary visual appeal that drives sales
Potential Market Impact
Premium Positioning: The sophisticated visual language justifies premium pricing in competitive markets, potentially increasing profit margins by 25-40%.
Brand Recognition: Distinctive etching illustrations and consistent visual elements create immediate recognition across product lines, building customer loyalty.
Wholesale Appeal: Professional presentation materials give import stores compelling visual merchandising tools that enhance their retail environments and drive sales.
Heritage Storytelling: Authentic visual references to Italian craftsmanship communicate product authenticity without relying on clichéd imagery, appealing to discerning consumers.
Reflections
Heritage vs. Modernity: I found the perfect balance between honoring classical Italian traditions while creating a contemporary luxury brand that resonates with modern consumers.
Detail vs. Simplicity: The design successfully incorporates rich, detailed illustrations while maintaining clean, uncluttered layouts that clearly communicate premium quality.
Distinctiveness vs. Appropriateness: I created a unique visual identity that stands out while respecting established category conventions that signal "premium Italian import" to target consumers.
Artistic vs. Commercial: The final design balances creative expression with practical wholesale applications across multiple customer touch points, ensuring both beauty and functionality.
Solution
Brand Identity: I created a sophisticated logo system featuring a distinctive monogram that works seamlessly across all applications from packaging to digital presence, ensuring consistent brand recognition.
Packaging Design: I designed premium bottle labels and packaging for both olive oil and balsamic vinegar lines that command attention on retail shelves while communicating exceptional product quality through refined aesthetics.
Custom Illustrations: I developed a series of bespoke etching-style illustrations that tell the story of the brand's heritage and production processes, adding authentic character without relying on overused imagery.
Wholesale Materials: I created elegant product boxes and marketing materials specifically designed for wholesale business models, giving import stores compelling visual merchandising tools that enhance their retail environments.
Design Goals
This conceptual project demonstrates how strategic brand design delivers measurable business results:
• Create a cohesive visual system that communicates premium quality and authentic Italian heritage
• Differentiate specialty food products in competitive markets through sophisticated visual storytelling
• Elevate perceived value through carefully crafted packaging and marketing materials
• Balance traditional craftsmanship with contemporary visual appeal that drives sales
Potential Market Impact
Premium Positioning: The sophisticated visual language justifies premium pricing in competitive markets, potentially increasing profit margins by 25-40%.
Brand Recognition: Distinctive etching illustrations and consistent visual elements create immediate recognition across product lines, building customer loyalty.
Wholesale Appeal: Professional presentation materials give import stores compelling visual merchandising tools that enhance their retail environments and drive sales.
Heritage Storytelling: Authentic visual references to Italian craftsmanship communicate product authenticity without relying on clichéd imagery, appealing to discerning consumers.
Reflections
Heritage vs. Modernity: I found the perfect balance between honoring classical Italian traditions while creating a contemporary luxury brand that resonates with modern consumers.
Detail vs. Simplicity: The design successfully incorporates rich, detailed illustrations while maintaining clean, uncluttered layouts that clearly communicate premium quality.
Distinctiveness vs. Appropriateness: I created a unique visual identity that stands out while respecting established category conventions that signal "premium Italian import" to target consumers.
Artistic vs. Commercial: The final design balances creative expression with practical wholesale applications across multiple customer touch points, ensuring both beauty and functionality.
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