As a strategic packaging design agency, we were approached to solve a pressing challenge in the olive oil industry: how to create a product that bridges the gap between affordability, health, and taste. With rising costs widening the price difference between olive oil and other cooking oils, many health-conscious consumers found themselves forced to compromise on their wellness goals in favour of cheaper, less nutritious options.

Our task was to design a solution that would bring the health benefits of extra virgin olive oil (EVOO) to a price-sensitive market without sacrificing quality.

The key insight we uncovered was the conflict consumers experience when choosing between price and health. As economic pressures mount, many buyers turn to more affordable seed or vegetable oils, despite being motivated by the superior taste and health benefits of olive oil. We saw an opportunity to resolve this tension by designing the identity and packaging for a new blended oil brand—80% vegetable oil and 20% EVOO. This blend would offer both the health advantages of EVOO and the cost-effectiveness of vegetable oil, catering to the specific needs of the Australian market.

Our approach was not only about creating a functional product but also about positioning the brand strategically. We crafted a visual identity that clearly communicated the product’s core values of “Health & Wellbeing” while ensuring that it remained approachable and affordable.

The packaging design used a combination of clean lines, warm and vibrant colour palettes, and minimalistic aesthetics to convey a sense of simplicity, trust, and premium value. We focussed on creating a shelf presence that would resonate with consumers seeking an affordable yet health-conscious choice, ensuring the brand stood out in a crowded, price-driven market.