Introduction
Award-winning brand creation for Merula, a premium Spanish olive
oil.
Challenge
Marques de Valdueza, small producer of Spanish wines and olive
oils, wanted to launch a high quality oil for export to stylish
urban delis and premium food retailers. For such crowded markets,
the branding needed to reflect the calibre and position of this
super-premium product and to create a powerful visual identity to
set it apart from its many competitors.
Solution
Knowing that the family-owned Marques de Valdueza likes to
maintain a personal touch in all it does, we began by naming the
product Merula, after the many blackbirds that flock around the
estate's olive groves. Developing the theme in a literal yet
gentle, charming way, we created a hauntingly simple illustration
based on the handsome bird's silhouette. Executed with the finest
crafting and materials, including custom-mixed olive-silver
colouring, the result is reminiscent of premium contemporary wine
labelling. Strikingly different to its shelf-companions, Merula
enjoyed 500% year on year growth, with neither advertising nor PR -
a success directly attributed by the owners to its distinctive and
memorable brand identity and packaging design.