Redesigning a Beloved Turkish Brand for the US Market: Olibites Combines Heritage with Innovation to Offer a Fresh, Modern Appeal
SCENARIO
The Komili family, producing olives in Turkey since 1878, stands as one of the country's most trusted brands. Today, the fourth and fifth generations of the family continue this work and aim to share their expertise globally through Olibites, pioneering the packaged olive market by ensuring freshness, firmness, and juiciness from tree to table.
CHALLENGES
To establish Olibites as a relevant brand outside of Turkey, initially targeting the US market, it was crucial to highlight the product's 100% natural benefits—free of additives, colorants, and preservatives, and marinated solely with extra virgin olive oil. Additionally, we introduced innovative packaging that is liquid-free, mess-free, and lightweight with a reduced carbon footprint, featuring a dual-opening design with an included pick for on-the-go snacking. The branding needed to convey timeless beauty, simplicity, and expertise while reinforcing the Olibites masterbrand to support diverse sub-brands and product lines.
SOLUTION
We identified and analyzed the competitive olive and olive-based product market in the US, as well as the natural snacks category and global design trends, to pinpoint positioning and differentiation opportunities for Olibites. As a result of our strategic analysis, we defined territories and concepts that resulted in a brand where naturalness, simplicity, and expertise are embodied through typography, icons, textures, and photographic style in the packaging.Â
The on-the-go products were distinguished with vibrant colors and appetite appeal, emphasizing impulse consumption. This comprehensive approach resulted in a versatile brand toolkit, enabling Olibites to expand its portfolio into various olive-based products while maintaining a strong brand identity and recognition. Drawing on the expertise and innovation of a brand with years of heritage, Olibites is set to make a significant impact in the global market, attracting new customer segments and confirming the brand's position as a top player in its industry.
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