Filippo Berio Revamps Its Branding for an Enhanced Consumer Experience

Filippo Berio, a name synonymous with quality olive oil for 158 years, has embarked on a significant transformation of its branding. With a focus on enhancing the consumer shopping experience both in-store and online, the brand is rolling out a new premium look across its entire line of olive oils. This redesign serves not only to modernize Filippo Berio's visual identity but also to reaffirm its long-standing heritage in the culinary world.

The new packaging reflects a natural evolution that maintains the elements consumers recognize while bolstering visibility and impact. Marco De Feo, VP of Marketing at Filippo Berio USA, emphasizes that this redesign is driven by a commitment to quality and innovation, aiming to respond to the preferences and needs of today's consumers.

Key Features of the New Premium Look

The revamped packaging introduces several elements aimed at enhancing consumer engagement:

1. Bolder Branding: The brand name is now more prominent, ensuring immediate recognition on both physical and digital shelves, which is crucial in today’s competitive market.
2. Embossed Design: A new embossed olive and leaf pattern in gold emphasizes the premium nature of the products. This tactile feature not only adds elegance but also connects the olive oil line visually.
3. Contemporary Aesthetics: The founder’s portrait has received contemporary touches, giving it a refined appearance without losing its historical significance.
4. Updated Color Palette: Each product variant features distinct colors that reflect its flavor profile. For instance, Robusto is presented in a rich red, while Delicato is characterized by a pale blue.
5. Clear Messaging: The new design features concise messaging highlighting taste profiles and usage, making it easier for shoppers to make informed decisions at a glance.

These strategic updates aim to elevate the shopping experience and solidify the brand's multigenerational appeal among consumers while augmenting the brand’s sales performance.

Heritage Meets Innovation

Since its inception in 1867, Filippo Berio has established itself as a leader in olive oil production, catering to both home cooks and professional chefs around the globe. The brand has consistently innovated, moving towards sustainable practices, such as introducing 100% recyclable PET bottles made from 50% recycled materials. All these initiatives underline Filippo Berio’s mission to cater to the modern consumer's values.

The company’s dedication to quality, a promise that founder Filippo Berio instilled in the brand from the very beginning, remains unwavering. This promise is encapsulated in the signature found on every bottle, serving as a reminder of the brand's commitment to producing the finest olive oils.

Aiming for Wider Reach

The new branding will begin appearing across stores in the United States this fall. This rollout positions Filippo Berio to reach a broader audience, further emphasizing the brand’s relevance in a rapidly evolving market.

In the words of De Feo, “At Filippo Berio, our mission has always been centered around quality and innovation, listening to our consumers' input to make thoughtful choices. Our redesign does just that by enhancing the visual impact of our olive oils, reinforcing our quality promise across generations.”

For a sneak peek at the new branding process, Filippo Berio has made available behind-the-scenes content, which can be accessed here.

In conclusion, with its fresh look, Filippo Berio is set to not only maintain its position as a household name but also to invite new customers to experience the rich and flavorful world of premium olive oil. This combination of legacy and modern appeal is bound to keep the brand at the forefront of the culinary industry for years to come.