Olitalia’s high production capacity and long-standing links with the restaurant industry are the foundations upon which the company has established its presence in both domestic and foreign markets. However, its product portfolio – traditionally organised into two families, “retail” and “food service”, and layered into a high number of categories – had lost its cohesion and ability to clearly convey its benefits to the various audiences.
The analysis brought together the brand’s values with the needs of its target audiences at the different times when they come into contact with it: at home, at restaurants and in professional kitchens.
The insight which clearly emerged was that the needs of a customer in the dining room of a restaurant are very different to those of the cook in the kitchen: the customer is looking for a carefully-selected product with a story, whilst the professional is looking for an efficient tool for their job. This gave rise to the need to organise the product portfolio differently, replacing the old “food service” category with two distinct offerings: “gourmet”, dedicated to restaurant customers, and “professional”, dedicated to the professionals of the restaurant industry who work in the kitchen. A profound cultural shift which has revolutionised its approach to the markets.
The logo was updated, maintaining its authority and link to the past, but improving the readability of both the logo and the sign.
Each range was also given its own language. In retail, the brand expresses itself with a modern approach, in a simple and easily recognisable composition with a strong family feel.
In the gourmet range, the language becomes markedly more sober and elegant, expressing an idea of careful selection and expertise.
In the professional range, the response to the needs of the kitchen is expressed in a decidedly technical identity: the oil is a tool for preparation, and it lists the technical data needed by the professional to choose the most suitable product right on the main label.
The specialised products have a privileged insight into the relationship with the professional world, because they are developed in collaboration with training associations and schools of high standing. These products are different in that they are given their own product name and an original illustrative language which can be adapted to all three worlds, creating a stronger identity.
In this way, the products can adjust the single brand promise for three channels in a different yet equally credible way, opening up new business opportunities.
The Olitalia Group, led by the Cremonini family, is now one of the most important companies in the world in the sector of Italian condiments. Thanks to the two brands, Olitalia and Giuseppe Cremonini, the Group is capable of producing 87 million litres of oil per year, distributed across more than 120 countries in 5 continents. Product innovation, variety and commitment to sustainability in its production processes are some of the company’s greatest strengths.
