Mainova _ Azeites
brief_
CLIENT: MAINOVA SERVICE:Branding; Product Design; Packaging SCOPE: Briefing; Strategy, ideation, Building, Prototyping; Testing TOOLS: 4K Process; Co-Creation TEAM: André Coelho; Isa Romão; Susana Venda LOCATION: Portugal
The new MAINOVA Olive Oil Brand is the most recent creation of Herdade da Fonte Santa. More than 90 hectares of olive groves with the Cordovil, Picual, Cobrançosa, Arbequina and Frantoio varieties which organically produced and are vegan certified. In 2020 the brand has been introducing its new olive oils marketed under its own brands.
challenge_
MAINOVA extra-virgin olive oils, which are cold-pressed and composed exclusively of olive juice, are obtained from a combination of green and ripe olives. They come in 2 different ranges:
– Extra-Virgin Classic, having a low acidity of 0.2% and being available in a 500 ml glass bottle and in a 3-liter Bag-in-Tube package;
– Extra-Virgin Early Harvest, having an acidity of less than 0.2% and being produced from green olives harvested at the beginning of the season.
Leading this olive oil branding project and defining a clear and efficient brand and product impact with a focus on its strategy and positioning, visual and verbal identity, and innovating the packaging to gain visibility in the saturated distribution olive oils market.
outcome_
Development by CO+K of a branding project that includes: Product Design, Storytelling concept, core elements, broadcast identity, packaging and internal and external communication, social networks visual contents, corporate graphics, merchandising, etc.
product design_
Respecting the positioning and concerns with the environmental sustainability and conservation of olive oils, CO+K developed packagings capable of ensuring that all the properties of olive oils are preserved by not allowing direct light contact as well as exposure to oxygen after opening. For the 3L product, CO+K designed a Bag In Box that protects the olive oil by using 60% less plastic than the conventional demijohn. The solution found for Early Harvest Extra-Virgin Olive Oil was the creation of a new 500 ml recycled stoneware bottle.
graphic system_
The realistic illustration of one of the several millenary olive trees of Herdade da Fonte Santa – Mainova combined with the circular shape (central element of the MAINOVA Brand) underlie the narrative of each of the packagings. These are the elements that are present in the remaining communication materials of each of the references of Mainova olive oils.
corporate and communication_
Mainova olive oil’s communication had to transmit the strategic idea and positioning. The graphic system allowed us to combine the different elements (logos, symbols, illustrations, and typography) on diverse contact points such as labels, packaging, physical products, exterior advertising, digital advertising, social media, and digital media.
application_
To present the new olive oils brands, we’ve designed numerous applications: brochures, flyers, bags, Olive oil technical sheets, etc., as well as other pieces that can be used to incorporate in future products, like gourmet Olive oils etc.
