Alé Olive Oil
Brand Development / Package Design
I was asked by Demetra and Themis Boretos, whose family owns olive groves in Sparta Greece, to create the brand mark, name, and labels for their unadulterated imported olive oil. The logo is in the shape of an amphora which are ancient greek vessels that hold olive oil. The name Alé means oil in Spartan. I worked with manufacturers in Greece where the products were bottled. The goal of the collaboration with the Boreto family was to import limited batches of exquisite olive oil direct from their family groves in Sparta, Greece.
Goal
In collaboration with the Boreto family, their goal was to import limited batches of exquisite olive oil direct from their family groves in Sparta, Greece. They needed a name for their oil, brand identity mark, website and print material.
Approach
We came up with the name together. Alé means olive oil in Spartan. I did many iterations on logo concepts and typography working closely with their vision and family traditions. The color of their brand also reflects the color of the olives that are ripened to be a deep purple. I studied the shape of ancient bottling vessels that carried olive oil. The name of these vessels were called Amphoras. They allowed for the maximum capacity of vessels to be shipped on an ancient Greek ship. This is where the logo shape came from.
Results
Due to the economy of Greece at the time and the difficulty working with Greek bottling designers who did not speak English, the process from start to finish took about a year until Alé Olive Oil was imported into the states. We designed their website and their print media to coincide with the launch of their Olive Oil business.
Their ecommerce website was built in Squarespace at the request of the Boretos. It included a product and checkout system and shipping plugin to sell Alé Olive Oil.
Anthony Foronda
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