Iconic olive oil brand Filippo Berio has unveiled a rebranded packaging design, with the aim of doubling down on its existing brand while also appealing to the modern consumer.
The company hopes that these new designs will unify its brand worldwide while modernising its image, in the face of intensifying competition from both established and challenger brands.
Filippo Berrio briefed Robilant to generate designs with its deep Italian roots in mind, while also considering global contemporary audiences. The agency began by conducting an in-depth analysis of Filippo Berio’s key international markets, with particular focus on the United States and the United Kingdom, where the company believes it holds a strong competitive position.
The research encompassed in-store audits, competitor benchmarking, consumer perception studies, and an assessment of brand health across different regions.
This process was paired with an exploration of Filippo Berrio’s historic archives to create a new visual identity that aims to bridge past and present. The founder’s portrait has been redesigned in a bid to convey “vitality and a forward-looking spirit”, while the central graphic – inspired by archived lithographs and Liberty-style flourishes – has been refined in gold on green. The new logo gives more prominence to the founder’s surname, with his signature elevated.
Commenting on the result, Emanuele Siena, Global Marketing Director at Filippo Berio, said: “We tested the new identity in our most strategic markets, the USA and the UK, and the enthusiasm of our consumers confirmed that we reached our goal.
“We wanted an evolution that respected our heritage and elevated it with renewed elegance and clarity. This work achieves that balance with remarkable class, strengthening our story while staying true to who we are.”
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