Deoleo launches new packaging for its Bertolli olive oil brand

Deoleo-owned olive oil brand Bertolli has unveiled updated packaging as it aims to boost brand awareness globally.

The refresh began in Italy, where Bertolli was founded in 1865 in Lucca, Tuscany, with investments made to develop the brand’s visual identity.

Deoleo said it aims to target so-called informed foodies, those who love to cook and try new recipes, and to explore new cuisine and ingredients.

Asked why the olive oil brand would feel the need to change its look, Deoleo chief commercial officer Miguel De Jaime Guijarro said it was important for the market leader to continuously innovate. 

With the newly designed bottle, Deoleo seeks to enhance the credentials of the brand and clearly communicate the elements that are part of its history and heritage.

Miguel De Jaime Guijarro added: “We want to make sure we regain that consistency behind one aligned global positioning through commercial innovation that will gain sharpness and relevancy among our target consumer group.

“First, tribute is paid to our origins in Lucca. The oval shape of the bottle represents the city’s oval public square – the Piazza dell’Anfiteatro. Second, to commemorate our place in the past and the present, we wanted an authentic, somehow retro but modern look.”