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Olive oil’s provenance drives bottle redesign

Bertolli Olive Oil bottle gets a facelift that pays homage to its city of origin, Lucca, Italy, with an oval bottle that represents the heart of the city and label graphics that support its history of innovation.

The redesign of the Bertolli Olive Oil bottle took 18 months and includes six varieties.
The redesign of the Bertolli Olive Oil bottle took 18 months and includes six varieties.

The city of Lucca in Tuscany, Central Italy, is known for its well-preserved Renaissance fortifications that encircle the city, and a public square—“the heart of Lucca”—where buildings stand in an elliptical ring around the site of a long-gone Roman amphitheater. It is also known, to some, as the birthplace of Bertolli Olive Oil, first produced there in 1865 by Francesco Bertolli and his wife, Caterina, in their small shop.

Nearly two years ago, Bertolli brand owner Deoleo launched the company’s largest-ever packaging rebrand. “The redesign was one of the organization’s highest priorities for nearly 18 months,” says Fernando Herrera, Vice President of Marketing for Deoleo North America. “As a global brand, we wanted to not only harmonize the design across the entire world, but also be locally relevant.”

Tapped by Deoleo to take a modern, yet authentic, approach to the redesign while paying homage to Bertolli’s Italian heritage, packaging design firm Stranger & Stranger drew inspiration for the redesign from the brand’s provenance and its history of innovation. Bertolli was responsible for many “firsts” in the olive oil industry. It was the first to use glass bottles for olive oil packaging in the 1950s, when other brands were in metal cans and drums; it was the first to identify on the label the important health benefits of olive oil; and it was the first to introduce different types and flavors of olive oil to the American market.

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