“The briefing: “we offer a premium quality product and we want a premium quality visual differentiation.”
The target consumer: an international high-end consumer.
The design: this packaging is deliberately and in every possible way moving away from traditional vessels and symbols of olive oil quality or clichés of provenance. This pack design targets the cultivated mind of a food connoisseur who has the spirit of an aesthete: on a metallic can which speaks of function and culinary power, a very realistic-looking drop of oil, comes, almost as an afterthought, in order to keep the product safely grounded into the food section of every selling point. If ever there was a slogan attached to it, then this would read ‘simply oil’.”