Ohayō accompanied the company to generate content adapted to its target market, a suitable narrative and image for a product line that wanted to position itself in Japan and the Asian market. The project detected the opportunity to identify a new product category for the highest quality extra virgin olive oil: ‘Envero’ olive oil, providing strong arguments for its differentiation on the point-of-sale shelf.
The project was complex due to the company’s unsuccessful attempts to introduce its product in the retail channel in Japan. During the work, the brand story was updated, providing uniqueness and value arguments. A new product category has been created for the company, superior to extra virgin olive oil, which is ‘Envero’.
The name of the range and the product have also been redefined. Following the brand story, naming and architecture of the product range, the new range was redesigned.
The range has been successfully repositioned and introduced into the Asian retail sector, which had been limited to foodservice until the time of this project. The products, first adapted to the demanding Japanese market, required refining the production process, bottling and quality control of the product. Today, they have already been introduced in other markets such as South Korea and the company has decided to apply them to other markets.
