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AZALEA GRAPESEED OILS

PROJECT: New Product Development
CLIENT: deoleo

Before

Brief

The specialty oil segment within the cooking oil category is growing, and market research found the Azalea brand had the potential to further grow the category and its market share through a repositioning and product innovation.

The consumer drivers for speciality oils are health, convenience, naturalness, culinary and exotic appeal. This drove the Deoleo team to develop the new positioning, Azalea - 'Culinary Oils From Nature's Pantry'. With the long-term growth plan and ambition for the brand to have a full Azalea range within specialty oils.

The existing Azalea Grapeseed Oil bottle and label had remained unchanged for years, resulting in a lack of modernity and standout on-shelf. With research learnings identifying Azalea as a conceivable category leader in Grapeseed, a uniformed and contemporary look and feel for the brand would be necessary to gain permission to broaden the portfolio to other specialist and gourmet oil offerings. The only grapeseed oil brand in Woolworths, Azalea also had potential to draw in new grapeseed oil consumers and encourage the switch from other cooking oils.

Following their research, the Deoleo team had undertaken label design exploration with an agency that did not specialise in packaging design. Consequently, the team approached Engineroom to develop the two areas they felt had the most potential to line up with the new brand positioning.

Before

concepts

Concept 1 - Culinary Illustration
Concept 2 - Culinary Photographic

Our team looked at the culinary illustration direction resolving communication hierarchy issues and developing illustrations to create a high-end, unique and own-able label that showcased craftsmanship unparalleled by any oil in the supermarket category.

The photographic solution was evolved to capture a vibrant, healthy, natural feel with beautiful photography and composition. Our team developed concepts using inspiration from outside the category, in particular beverages, and came up with a design that saw a clear front label and the grape imagery printed on the reverse of the back label. A concept unique for oils.

Engineroom art directed the photoshoot to capture an abundant and beautiful bunch of grapes with the right composition for the design.

Azalea Logo Evolution

Given the opportunity for Azalea to be the umbrella brand for Deoleo in the specialty healthy oil market, Engineroom recommended evolving the Azalea logo to modernise it and create a more natural evoking brand mark.

Our team worked with a professional typographer and developed the Azalea mark to create a beautiful hand-crafted logo that better fit with the brand proposition.

The Final Result

The result is a packaging design that stands out like no other culinary oil on the supermarket shelf within the specialty oil category. The uniqueness of the bottle labelling paired with beautiful imagery and a new brand mark that reflects a more natural, crafted and own-able positioning, has resulted in an extremely successful relaunch for the brand.