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Via Avgvsta Concept Creation

Via Avgvsta Concept Creation

Creation of a brand of gourmet Spanish products, primarily targeted for select markets in the United States and Australia. The initial line is made up of an Arbequina extra virgin olive oil and a coupage vinegar in 500 and 250ml black glass bottles.

Integral development. Concept and brand narrative, naming, brand design, brand stationery, packaging (bottle volume and graphic design, cases, boxes and bags), tasting kit, folders and website.

HISTORICAL LEGITIMACY

The development of all the VIA AVGVSTA elements was based on establishing a substantial and solid brand narrative, put to the service of gourmets from the Anglo-Saxon New World who yearn to discover and taste the excellence of our oldest and most genuine gastronomic traditions.

In countries where olive oil has always been associated with Italy, reclaiming the Spanish provenance was an ideal way to reach a connoisseur target. Among other factors, legitimizing the oil's high quality through its origin was a way to take advantage of Spanish cuisine’s recent global popularity. In addition to the values evoked by its geographical origins, we extended the concept to include historical background. Making olive oil’s two thousand-year-old tradition in Spain part of the brand was not only particularly attractive for the New World countries; it aroused a strong, valuable perception of excellence:

Large-scale exploitation and trading of olive oil in Spain began in the 1st century BC, under the rule of Emperor Augustus. Considered the Empire’s best quality and most valuable oil, it was held in high esteem in the metropolis, while maritime and terrestrial Roman routes spread the Hispanian olive oil’s fame of being a gastronomic luxury. The main road towards Rome and the Empire, the Via Augusta, ran parallel to the Mediterranean coast and crossed Andalusia, stretching through the peninsula’s most important olive-growing areas.

Apart from the VIA AVGVSTA naming, historical and geographical anchors gave us the solid, credible narrative a premium product needs to attract attention and engage a connoisseur audience that is willing to learn: first, the specialised sales trade and, later, the selective target.

Moreover, this frame of reference became very fruitful and cohesive for the project. It has allowed us to develop a classical, timeless visual language that conveys value and quality in any market. The Roman amphoras used to transport olive oil inspired the shape of the bottle and the search for symbols and typography looked to our classical cultural legacy as a reference. As a brand narrative, it contained truth and emotion, backing up the product's promise of quality with a two thousand-year-old tradition of success and prestige that are yet to be discovered, like our oil.

This execution is part of the global project VIA AVGVSTA.
http://www.via-avgvsta.es


Via Avgvsta, Strategy

Via Avgvsta Naming

Via Avgvsta Naming

The brand concept was established around the provenance of the product, including both its geographical (Spain) and historical origins (Hispania, the Roman Spain). The naming works like a door leading consumers into the story. It is capable of attracting the target’s attention, of shaping the brand’s physical presence and of associating it with high quality, authenticity, tradition and prestige.

The narrative behind the VIA AVGVSTA naming refers to a historical fact, not especially well known but relevant, which can be capitalized on perfectly and legitimizes the super-premium positioning of the brand. Initially conceived of as an oil merchant brand, the fact that the geographical distribution of the most important and traditional olive oil producing areas fit with the route of the old Roman road reaffirmed the choice. VIA AVGVSTA connects the origins of new olive oils that will eventually be added to the range, new varieties with different characteristics.

This execution is part of the global project VIA AVGVSTA.
http://www.via-avgvsta.es


Via Avgvsta, Naming

Via Avgvsta Brand

Via Avgvsta Brand

The reproduction of an authentic Roman coin was chosen from among different options as the symbol to be associated with the brand: an aureus with the effigy of Emperor Augustus, promoter of the VIA AVGVSTA in the 1st century BC and from whom it got its name.

The descriptive line "Gourmet Foods From Spain" describes the defined Brand Territory: a product range with different categories of high quality Spanish food products.

This execution is part of the global project VIA AVGVSTA.
http://www.via-avgvsta.es


Via Avgvsta, Brand

Via Avgvsta Extra Virgin Olive Oil
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Via Avgvsta Extra Virgin Olive Oil

INNOFORUM Best Packaging Award. FÒRUM GASTRONÒMIC, Girona 2009.

Inspired by the concept, the VIA AVGVSTA bottle evokes the shape of the amphoras that were used to transport Hispanian olive oil, the most highly esteemed in the Roman Empire, throughout the known world at the time.

An exclusive, personalized bottle was designed for the product with the embossed symbol of the coin and the brand name written at its base, available in two sizes: 500 and 250ml. Its special black glass (not painted glass) protects the product from sunlight.

On the neck of every bottle, a hangtag summarizes the brand story and offers information on the product, like the taster’s note. Below the tin capsule, a stopper drain incorporates a system to collect any drips.

An individual case and personalized bag attend to demand for the product as a prestigious gift in certain outlets.

This execution is part of the global project VIA AVGVSTA.
http://www.via-avgvsta.es


Via Avgvsta, Packaging

Via Avgvsta Wine Coupage Vinegar

Via Avgvsta Wine Coupage Vinegar

The power of the concept, the appeal of the design and new commercial opportunities quickly led to the extension of VIA AVGVSTA beyond just olive oil, adding an Andalusian wine vinegar in the 250cl bottle. It is a unique vinegar, a sweet-and-sour coupage of aged Sherry vinegar and Pedro Ximénez sweet grapes.

This execution is part of the global project VIA AVGVSTA.
http://www.via-avgvsta.es


Via Avgvsta, Packaging

Via Avgvsta Organic Olive Oil

Via Avgvsta Organic Olive Oil

In markets such as the US and the United Kingdom, the organic extra-virgin olive oil has soon become the top-end quality category in olive oils. Via Avgvsta positioning in these markets made it necessary to offer a product in this segment.

This execution is part of the global project Via Avgvsta.
http://www.via-avgvsta.es


Via Avgvsta, Packaging

Via Avgvsta Website
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Via Avgvsta Website

The website provides the largest amount of information about the brand and its products.

The desire to facilitate complete but sparing information determined the structure of the site’s contents as well as an intuitive navigation system to make them easily accessible.

This execution is part of the global project VIA AVGVSTA.

http://www.via-avgvsta.es


Via Avgvsta, Web

Via Avgvsta Stationery

Via Avgvsta Stationery

Development of the stationery materials necessary for the brand’s operations. Its premium positioning determined the quality of the materials and finishings.

This execution is part of the global project VIA AVGVSTA.
http://www.via-avgvsta.es


Via Avgvsta, Stationery

Via Avgvsta Brochure
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Via Avgvsta Brochure

Creation of a brochure for commercial use, providing both general information about the brand and specific details on its two current products, olive oil and wine vinegar.

A shorter flyer version has been used as additional material to present VIA AVGVSTA at the Fancy Food Show in New York and the Fine and Speciality Food in London, together with other coordinated graphic materials.

This execution is part of the global project VIA AVGVSTA.
http://www.via-avgvsta.es


Via Avgvsta, Catalogue

Via Avgvsta Tasting Kit
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Via Avgvsta Tasting Kit

We proposed having a VIA AVGVSTA tasting kit as an introductory tool for the specialised trade. The tasting ritual is a perfect representation of the brand tone and presents this to a targeted selection of traders and outlets. It consists of an oak box, with quality finishings and the brand in laser engraving, containing a bottle of VIA AVGVSTA olive oil, special tasting glasses, small china plates personalised with the brand and a saltcellar. A special edition was made to show the two current VIA AVGVSTA products together, oil and vinegar.

Finally, in order to give out samples to clients or within fairs, small sachets have been produced containing a tiny sample of the olive oil.

This execution is part of the global project VIA AVGVSTA.
http://www.via-avgvsta.es


Via Avgvsta, Packaging

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