Based on a brief that essentially could be distilled in two key words – Premium Quality & Visual differentiation this olive oil packaging targets an international high end audience. In an otherwise crowded shelf space where all fight to convince by visually stating the obvious, this packaging is deliberately moving away from traditional symbols of olive oil quality or clichés of provenance. This pack design targets the mind; aesthetics is the real reason to buy. Almost as an afterthought, a very realistic- looking drop of oil on the tin is what keeps it grounded into the food section of a super market; if ever there was a slogan attached to it, then this would read ‘simply oil’