DOP EXTRA VIRGIN OLIVE OIL by Turner Duckworth: London & San Francisco for Waitrose

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DOP EXTRA VIRGIN OLIVE OIL

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Industry Supermarkets, Butter, Edible oil & Fats, Grocery and Other foods
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth: London & San Francisco
Released September 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: WAITROSE
Product/Service: OLIVE OILS
Agency: TURNER DUCKWORTH
Date of First Appearance: Sep 1 2010
Entrant Company: TURNER DUCKWORTH, London, UNITED KINGDOM
Creative Directors: David Turner (Turner Duckworth: London & San Francisco)
Creative Directors: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Designer: David Germain (Turner Duckworth: London & San Francisco)
Illustrator: Geoffrey Appleton (Freelance)
Typographer: David Germain (Turner Duckworth: London & San Francisco)
Artworker: James Norris (Turner Duckworth: London & San Francisco)
Media placement: Bottles - Supermarket - 1 September 2010
Describe the brief from the client
Waitrose asked us to design their new range of three extra virgin olive oils. Sourced from the very best olive growers within protected geographical regions in Spain, Greece and Italy, each oil’s distinctive flavour makes an ideal partner to specific foods or special meal occasions.
Describe the challenges and key objectives
To help consumers explore and discover the range of olive oils.
Describe how you arrived at the final design
A modern, pared-back label design was created to make the tasting notes, serving suggestion and DOP logo on the front label the main feature of the design. A natural, muted colour palette was used to convey the unadulterated essence of each oil, which contains no additives or preservatives.
Give some indication of how successful the outcome was in the market
Not applicable