Olive oil grove branches out
Nestled under the watchful gaze of Colo Vale's "White Chapel" is a small family run olive grove producing some of Australia's best olive oil. The aptly named White Chapel Grove has been family owned for multiple generations. The grove already provides bulk oil supplies to some of NSW top restaurants and processing for third parties. But they had big plans for selling the grove's own retail line of superior virgin olive oil products.
When we were approached by White Chapel Grove with this amazing opportunity to be a part of their expansion into the retail market I jumped at the chance! What else could I do? Who wouldn’t want to be involved in working on a product that may very well be the true nectar of the gods!
Understanding the job
Our designs needed to convey the quality of the product and capture the spirit of White Chapel Grove. They also had to be eye catching and entice people to buy!
I worked closely with Peter, White Chapel Grove’s owner. My first aim was to get a better understanding of what the brand and business meant to him and his family. Then, to understand how they wanted to present themselves to customers.
White Chapel Grove have produced olive oil on their family property for generations. Because of this the family connection was very important to them. I wanted to be sure to capture the tangible sense of history, and produce a design that was both modern and timeless.
After in-depth client discussions I felt I really understood the business, brand, product and clientele. After the market research phase I felt like I had a solid idea about what branding was already in the space. This process helps make sure we don't develop a label that looks like an existing product. I developed 4 concepts which we presented to White Chapel Grove, with our current market analysis. As with all our designs, we presented rationales for each which explained the design decisions and direction.
This was the first official product White Chapel Grove would offer, and the first real application of their logo and extension into branding. It was crucial that we set a precedent that they would be able to apply to other new products.
Luckily I'm passionate about helping small business build consistency. I love to help businesses see new ways to build their brand, while referencing work that's already been done. It’s embarrassing, but I’m a nerd for brand consistency. I love the challenge of unifying design elements to present that polished public face.
All the designs we presented brought together the tradition of White Chapel Grove with the expectations of modern consumers. Each design had a different visual flavour – so Peter had a real choice about how to move forward. Peter and his family provided feedback on their preferred concept, which we used to further personalise and refine the designs.
Olive oil labelling - technical details
Important considerations for the layout of the olive oil bottles' labels included:
- the nutritional information panel
- the impending changes to country of origin labelling laws
- the requirements for incorporating barcodes (minimum sizes, clearances etc)
- label size and readability of text
- machine application of labels.
We were still in the transition period for the country of origin updates. When I realised that this would affect the brand in the future I wanted to make sure that the label was fully compliant. The Australian Government guidelines helped me successfully design and apply a compliant COO mark.
I was well placed to advise on appropriate labelling materials because we have worked in this space before. Having previously developed labelling for oil moisturisers, I already knew some of the potential pitfalls. This invaluable experience meant our client saved time and money by avoiding costly mistakes.
Because we speak the language of printers we were able to organise quotes on the grove's behalf. When the quotes were in we supplied them as a package with recommendations about printers. It's important that our clients can make informed decisions without having to suddenly have expert printing knowledge. We worked directly with the chosen printer to make sure that the end product met the high expectation of the market and reflected the quality of the brand, the product and the design.Photo courtesy of White Chapel Grove
Content is king
We also worked with Peter to refine their brand message and content on the bottle itself. We wanted to come up with a catchy but truthful message about the business, why they love what they do and their expertise. The small space available presented its own challenges and meant that every single word had to serve a purpose.
Bec is our expert copywriter. She approached the problem by developing various iterations of the text and tagline. She refined the content and sent the best ones to White Chapel Grove for the final decision. It’s important to us to capture the voice of our clients, but we never speak for them – the ultimate choice of how to present themselves to the world is theirs.
Project in review
We loved working with White Chapel Grove. We are so excited about the final product being out in the world, at market stalls and making its way into people’s pantries...Not to mention all the top restaurants in the NSW Southern Highlands! Helping small business is our passion. If you find yourself in or around Colo Vale do yourself a favour and get your hands on a bottle of this premium olive oil. Not only does it look great, it’s a prime example of the exceptional quality produce being created by Australia’s regional farmers!
What do you think? Leave your comments below, or get in touch with Like Flamingo to discuss your next branding or copywriting project.