Developing the industry's first consumer-facing brand

The challenge:

To create the Australian Industry’s first consumer-facing brand and a code of practice that all local brands can adhere to in combating the might of imported olive oils.

The insight:
Own the category high-ground through a name (Australian Extra Virgin) that is unassailable and a positioning that gives people permission to consume extra virgin more liberally.

The outcome:
A new name and identity that evokes the category supported by a suite of materials to be used by Australian brands and local growers to build market presence.