FILIPPO BERIO UNVEILS NEW BOTTLE AND LABELS
The redesign represents the most significant packaging change in the brand’s one hundred and forty three year history.
Following quantitative and qualitative global research, the bottle and the label have been redesigned to help improve the clarity of branding and on-shelf visibility.
The redesign is also trying to address previous misconceptions regarding volume – the old design was wider, but shorter – which gave the impression that the bottle held less oil than was actually the case.
The new embossed Filippo Berio bottle is tapered at the top and is taller and sleeker than the previous design – making it
easier to hold during pouring and drizzling – but it retains several of its iconic features, including the cap and the classic architecture of the neck.
The adjusted bottle label hopes to make the logo more prominent so that existing customers can still instantly recognise the brand.
In addition, the new label is less cluttered, improving the clarity of messaging, and features ‘How to Use’ information to help educate consumers regarding which oils are best for different cooking needs.
Walter Zanré, Managing Director of Filippo Berio UK, said:
“The bottle and label redesign was a real challenge, because we knew our design had become synonymous with fine quality olive oil.
We needed to create a more contemporary design to deliver better shelf stand-out, but without forsaking any of the authenticity and quality associated with the existing design. We believe the result is the perfect fusion between the old and new.”
Filippo Berio’s new bottles come in shelf-ready six bottle trays and are already on shelf across the UK.
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