The redesigning of Oliva’s visual identity overlaps with the relocation of its store to the Bolhão Market - a major turning point for the brand. This step highlights the opportunity to update the visual identity, which, although recognisable, offers a number of opportunities for development, in particular the ability to adapt to different communication media..
The main concept focuses on the inseparable relationship between the olive tree and its leaf, the latter being the basic geometric structure for the development of the logotype.
The design of the identity involves personalising the descriptor "Oliva", created from the elongated shape of the olive leaf, a shape that allows the metric construction of the brand name to be regularised. Oliva's graphic identity seeks to position the brand on a high-end level by combining sober, elegant colours and careful typography, albeit with very present industrial roots. Thus, the customisation of the logotype positions the identity on a level of exclusivity and uniqueness, with the adjacent toolkit complementing and reinforcing the brand's positioning. This toolkit (colour palette, typography and photographic art direction) gives the identity a more pronounced expression (valuing the industrial component), without shying away from the positioning and the intended target audience.
