Oil from the old country
American success of Croatian brand San Gurmano
After winning one of most desired international design awards, Istrian olive oil San Gurmano achieves success in increasing sales and export in the U.S.
Extra virgin olive oil San Gurmano was created as a result of the project to bring Istrian olive producers together in order to create high-quality brand of olive oil. Because of saturation of the Croatian market, and plans to export, project initiators decided to focus on both branding and product quality and hired Brandoctor, the first specialist branding agency in Croatia.
In developing the concept, Brandoctor found a strong niche, focusing on the gourmet part of the olive oil consumption. The story of this brand is the story of the Istrian liquid green gold, told in a contemporary and innovative way. New brand of olive oil is a balanced blend of traditional and modern, domestic and professional, healthy and tasty, with the aim of creating artistic and unique gourmet experience.
Brandoctor has uniquely positioned this brand through its core, promise and personality; and based on the platform of the brand, created the verbal and visual identity and brand touch points (places where the brand and consumers come in direct contact). The name, slogan and logo communicate the multi-purpose of San Gurmano and thus round off his unique story.
The initial success of San Gurmano was winning the prestigious Red Dot design award in the category of packaging design communication in 2008. But San Gurmano, like any strong brand, is grounded in product quality and won gold medals at the 14th annual olive oil expo Vinistra 2008 among 69 competitors. San Gurmano won 3rd place at the second international olive oil competition "Concorso Internazionale Oleario ARMONIA - Trofeo ALMA, 2008," surpassing 270 oils from all over the world, from Italy, Spain and France to Chile, South Africa, New Zealand and Australia.
The power and potential of this brand is reflected in the sales figures in Croatia, and an indicator of a bright future are the increasing sales in the United States. San Gurmano is imported and distributed by Fino Products in the US, which offers all varieties of olive oil through online sales, but also supplies specialty food store in the Chicago, City Olive. San Gurmano is the only Croatian olive oil available in the store and it sits alongside oils from around the world. After the first launch in February this year, the U.S. importers requested additional shipment in July. Although brand building is a long-term process, these results are proof that the implementation of branding affects the growth of demand, and thus affects the growth of market share.
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New article:
"San Gurmano is a new brand of extra virgin olive oil. To illustrate its purity and perfection and to further strengthen the brand’s name (“San” = “saint”), the logo depicts an olive with a branch forming a halo. The green watercolour tint adds texture, tradition and emotion to the logo. Both the bottle and the reduced label design have been shaped to express elegance and simplicity. This simple form makes the bottle easily RECOGNIZABLE among numerous other olive oil brands."
Designed by Brandoctor.
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New article:
2008 Red Dot Award
San Gurmano
red dot award: communication design 2008
