Carapelli
In 1998, Carapelli was a well-known brand in Italy that wanted to develop a line of olive oils designed specifically for an unfamiliar U.S. market. Their goal was to convey the rich Italian heritage of a traditional family-run operation with a passion for the land and its harvest. The resulting label designs not only clearly communicated those messages, but also provided strong varietal differentiation and a heightened sense of product quality to a consumer completely unfamiliar with the brand and somewhat uninformed about olive oil in general.
