With a new embossed logo, refined gold detailing and color-coded flavor profiles, Filippo Berio aims to modernize its heritage olive oil brand while educating and empowering new and existing audiences.
The brand refreshed its packaging and marketing to appeal to a new generation of consumers without losing the quality and consistency that have defined it since 1867, according to Marco de Feo, Filippo Berio’s VP of marketing.
De Feo explains that the redesign is rooted in strategy as much as aesthetics.
“Filippo Berio is known for quality, consistency and heritage,” de Feo said. “These are the foundations of our brand, but to win attention in the US today, we also need to be culturally relevant and multigenerational.”
A premium look with practical clarity
The new design features a bolder font for the brand name and logo, an embossed olive and leaf pattern in gold hand-designed by Italian agency Robilant, and refined gold detailing to convey a premium feel, de Feo said. The founder’s portrait has been updated with contemporary touches, emphasizing the brand’s deep roots while signaling evolution rather than revolution, he added.
“We focused on two elements: design and education,” de Feo explained. “Design enhances brand recognition and visual impact. Education helps consumers understand what each oil is for and its flavor profile.”
A revamped color palette now clearly communicates flavor strength: rich red for robust oils, pale blue for delicate varieties and deep green for the signature extra virgin. The lineup includes robust, delicate, organic and refined oils designed for cooking, sautéing, frying and even baking.
Insights from consumer research
The redesign was guided by research from the North American Olive Oil Association and PEW Research Center. De Feo highlighted the challenge of reaching multicultural and multigenerational consumers who may be unfamiliar with olive oil.
“We found that Asian and Latino shoppers often start with milder oils like pure or extra light olive oil,” he said. “About a third of these consumers then graduate to extra virgin olive oil. It’s a journey, and our goal is to make that path clear and comfortable.”
Price remains a barrier, particularly compared with seed oils, but health and versatility continue to drive adoption, according to de Feo. The brand also is leveraging a partnership with the Alzheimer’s Drug Discovery Foundation and collaborating with the Breast Cancer Research Foundation to reinforce the health benefits of olive oil in consumers’ diets.
Connecting with new shoppers
The strategy extends beyond the bottle, de Feo notes.
Filippo Berio is activating the redesign through social media, digital campaigns, in-store displays and PR. Platforms like Instagram and TikTok are central to reaching younger consumers.
“We are capturing a significant percentage of new shoppers because we meet them where they are, with content that is accessible and entertaining,” de Feo said.
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Driving category growth
Ultimately, the redesign aims to grow the category as much as the brand. Clear labeling, educational cues and an elegant, premium look are designed to empower shoppers to confidently choose the right olive oil for their dishes while introducing new audiences to the flavors and health benefits of extra virgin olive oil, de Feo explained.
“It’s not just about aesthetics,” de Feo said. “It’s about reinforcing the quality promise, educating consumers and driving category growth – all while preserving the heritage that has defined Filippo Berio for 150 years."
