Context

Oliu is a small bath and body line made from olive oil pressed on one farm north of Dénia. Three products at launch, sold at the farm and at two pharmacies. The founders wanted a brand that could reach shelves in other cities without pretending to be a spa or a luxury house.

Insight

The founders described the product as a routine, not a treat: something used every morning, like coffee. The coast they grew up on is not glamorous. It is dry stone walls, white towels on a line, low sun at seven in the morning. The brand could be that ordinary.

Idea

A plain name, a plain label, and colours taken from the farm at the first hour of light.

Application

Bottles, labels, boxes, a refill pouch, a farm-shop sign, pharmacy shelf strips and a small photo library shot on the farm. Labels are printed on the same uncoated stock for every product.

Impact

Oliu is now stocked in eighteen pharmacies across three regions. The refill pouch outsells the bottle, which was the founders’ hope from day one.

The labels were not changed for the new stockists.