(Est. 1997) “Lucini Italia Company LLC produces and sells food products that include extra virgin olive oils, handcrafted vinegars, gourmet tomato and cheese sauces, artisan vinaigrettes, and organic tomatoes. It also offers gifts that include Italian collection and infused balsamic collection. The company serves home and professional chefs. Its products are available at premium grocery and specialty food markets in the United States; and online through its partnership with WorldPantry.com, Inc. The company was founded in 1997 and is based in Chico, California.”
Werner Design Werks (Saint Paul, MN)
Lucini’s flagship product, Premium Select Extra Virgin Olive Oil, is a bestseller and a customer favorite. Research showed that customers were fond of the product’s existing packaging, so we were challenged to improve its shelf appeal without losing its overall character and charm. We tweaked nearly every element of the Premium Select package, making a number of small design improvements that added up to a much stronger shelf presence: we re-designed the logo to give it more elegance, arced the label to give the logo more space and we re-drew the naive “travel illustrations” for better composition and flow. We also created a more authentic-looking parchment, improved the label’s information hierarchies, and added black and gold elements to increase the bottle’s premium appeal. In addition, we created a monogram olive branch L that gives them one more element in their visual vocabulary.
Lucini’s other products— Everyday Olive Oil, handcrafted sauces, and artisan vinaigrettes—were more dramatically redesigned to complement the new-and-improved Premium Select Extra Virgin bottle and compete more successfully within their respective retail categories. The end result is a beautiful, flexible system that looks as good as the products taste.
Images (opinion after)
While both old and new logo and packaging operate within the rustic-mainstream-Italian aesthetic — and acknowledging that the redesign was meant to be an evolution — the new versions are infinitely better and more refined than their predecessors. The new logo is more simple and crisp, especially in its spacing (and the new “ITALIA” looks great). The new packing improves in all respects, from the background parchment texture to the lovely new illustrations to all the typographic details. It’s also nice to see a product maintain its more ornate aesthetic instead of going for the trendy minimal look.