Corto Olive Oil
Olive oil is the type of consumer product which has the ability to be sold at a high cost based on appearance alone—many wouldn’t be able to tell the difference in taste between a cheap bottle of olive oil and an expensive one. Like wine, consumers tend to buy based on the design of the label, trusting that the $25 14oz bottle is really worth it. Corto Olive Oil is a moderately priced olive oil ($16 for a 14ox bottle). My aim was to redesign Corto’s packaging to sell at a higher value.
Before and After
The Concept: The Cortopassi family immigrated from Italy to California’s Central Valley fifty years ago. The family has been in the business of producing Corto Oilive Oil or about as long. Italy and California share a Mediterranean climate, and cypress trees are common to both. The cypress tree has a similar shape to that of an olive leaf, hence the emphasis on that shape, creating an association with climate and location—a more intriguing image of what the product is about, rather than the usual olive branch logos that people are so used to seeing.
Hang Tag, Front / Back
From Left: Bag for olive oil with spot varnish on embossing, box for olive oil, and bottle of olive oil with hang tag and color transfer