Updating
a classic

The classic Filippo Berio brand was the largest olive oil brand in the US, but still had weak name equity with consumers. Shoppers knew the brand as ‘Berio’ and remembered the gold tin of imported oil from their grandmother’s kitchen. However, the packaging was lost on shelf within a sea of store brands. There was also zero awareness the brand was named after a real person: Filippo Berio.

Brand packaging & bottle redesign

BrandSmyth executed a comprehensive redesign that brought forward the founder of the company as the icon of the brand. Little to no images existed of the 19th century founder, so a new portrait was developed. The redesign included a new bottle, new logos, and a modified label that kept the best of the traditional elements.

Final packaging and bottle

Website redesign and social media

A new website was developed focusing on connectivity to social media and the development of recipes. This strategy leveraged the visual aspect of olive oil on platforms like Instagram and Facebook to draw new consumers to the brand.

Print & broadcast advertising

An advertising concept of Filippo Berio as the “Original Foodie” was created for print ads and a broadcast TV spot. These elements brought the founder to life with the personality of a celebrity chef mixed with a traditional Italian olive oil maker.