Introducing a rare, single-estate olive oil to the world market.
Breaking through in a glutted sector and recognized for its unique qualities.
Overview: Domenica Fiore is a single-estate extra-virgin olive oil sold in Europe and North America. Organically grown in Orvieto, Italy, Domenica Fiore olive oil is the essence of Slow Food: delicious food created with care, grown and harvested with methods that have a positive impact on the land and ecosystems. Three elements distinguish this olive oil: 1) The olive trees flourish in a unique soil formed on an ancient seabed, sealed under layers of volcanic soil, perfect for producing an exquisite olive oil. 2) The olives are harvested for quality, not for yield, assuring exceptionally high polyphenols and very low acidity. 3) The olive oil is sealed with nitrogen gas in stainless steel, eliminating oxygen and light to preserve freshness.
Challenge: The world olive oil market is glutted, especially when it comes to high-end, premium olive oils. The challenge was how to make a rare, exclusive, single-estate olive oil that was new to the market stand out and be recognized for its unique qualities of artisanal craftsmanship, science and technology.
Solution: Pure Branding conducted qualitative and secondary research to determine the market conditions and requirements for entry for a new premium olive oil. It became apparent that the target customers — olive oil aficionados, retailers of high-quality foods and high-end restaurants alike - are passionate about their food. While organic and sustainable farming practices are a plus, what really excites these customers is the story behind the food.
The story behind Domenica Fiore olive oil is told through the uniqueness of its soil — a land formed on an ancient seabed, sealed under layers of volcanic soil; the artisanal heritage of blending and the commitment to applying the latest science in olive oil production to this small single estate.
Pure Branding began with the packaging. To capture the commitment to the latest in science and technology, we started with a sleek and modern 18/10 brushed stainless steel bottle. Incredibly smooth and solid to the touch, stainless steel is the ultimate material for keeping the nutritional and flavor characteristics of olive oil intact — a fact known by connoisseurs. It is also rare in olive oils — an extra step to minimize oxidation. A clear polypropylene label was applied to the stainless steel surface, simulating a silk-screen effect and allowing for translucency of the colored ink. The packaging graphics incorporated the story of the land — olive green shell patterns frame the thin and tall black labels. The copy on the back provided further explanation for the shells. When filled with olive oil, each bottle is individually hand signed, numbered and dated (date of harvest) by the producer — promoting the uniqueness, the single estate and the care that goes into making the olive oil.
Once the capsule is broken and the cap is opened, it will be the first time that the oil is exposed to oxidation since blending, and the tightly fitting spout is designed to limit any overpouring or drips, thus reaffirming the value of each drop of oil.
When the bottle sits on a table or kitchen counter, it is instantly identifiable as something unique and exclusive. When picked up, it fits beautifully in hand with the pleasure of its smooth touch.
With the bottles and packaging in place, the next step was to create the Domenica Fiore website. The intention for this site was to have visitors (B2B and consumers) feel as though they are entering a place of beauty and mystery, an inspiration to the senses that leaves you longing for a way to taste what you've just experienced. Using the packaging as its foundation, the website design incorporates the greens and orange and typography from the labels. Throughout there is a play with light and shadows (a characteristic of the hilly valleys of Umbria), an attention to purity, and additional colors and photography that capture the sensuality of the land & groves, and juxtapositions between the technological and lush nature. The informative copy is clear, passionate and scientific, with a touch of poetry.
And since this is a website designed to attract and engage customers, attention is given to drawing visitors to the product pages, where ordering the oils is made easy.
Results: The first bottles of Domenica Fiore Olio Novello and Olio Reserva were sold in early 2012, and the website was launched in November 2012.
Since its launch, this new brand has received numerous prestigious accolades, a rare occurrence and high honor for a start-up:
- A Silver Medal at the Los Angeles International Extra Virgin Olive Oil Competition, and a Gold Medal for packaging design
- A prestigious Gold Award at the TerraOlivo 2012, the third annual Mediterranean International Extra Virgin Olive Oil Competition held in Israel
- A Silver Medal at the Olive Japan International Extra Virgin Olive Oil Competition in 2012
- Closer to home in Italy, Domenica Fiore Olio Reserva placed second in the DOP Umbria Colli Orvietani region in 2012
Domenica Fiore is still very new to the market, but the packaging and website are helping to open the doors to wholesale distributors and owners of restaurants who are dealing with a glut in the market. This is almost unheard of for an unknown olive oil maker.
Olio Novello is made from the oil of the first olive harvest in October. These olives are slightly greener than the main harvest, and the oil is bottled immediately, unfiltered. The result is a bright green oil, spicy with notes of green grass and the flavor of fresh olives.
The single-estate Olio Reserva is a certified-organic extra-virgin blend of olive oil varieties, poured to the estate’s signature taste profile within DOP Umbria Colli Orvietani standards.