WOOE Conferences

IC Studio: The importance of design in the olive oil Business

IC Studio: The importance of design in the olive oil Business

04/01/2014 - On March 26th, as part of the World Olive Oil Exhibition Conference Programme, Rosa Vañó, Commercial and Marketing Director of Castillo de Canena Olive Juice and Isabel Cabello, Creative Director of IC Studio, spoke about “The importance of design in the olive oil Business”. Mercacei offers in its series WOOE Conferences exclusive content and conclusions of this lecture.

Currently, there a is tremendous competition in the International market because of the globalization of business transactions. Brands that represent products and services have become indispensable, representing, in some cases, 70% of its value. And we are not just talking about material value, we are speaking of intangible value, the most important of all.

The brand is the element that identifies and differentiates us from the competition. Therefore it must always be accompanied by the company’s personality, reputation and experience.

Marketing is currently focused on fighting for dominance through brand positioning, so it is no longer enough to obtain a mere protection, there is a need of market research, positioning, strategies and an appropriate brand design.

Speaking of the olive oil sector, this need is even more pronounced, because for many years companies have not responded to the claims that the market was demanding and very few olive oil brands have now a brand design according to their product, their market or even their philosophy.

We are therefore facing a good time to exploit brand image. Olive oil demand continues to increase in foreign countries, and that’s where most deficiencies can appear behind an apparently serious and professional brand image which can really damage the customer’s trust. It’s time to renew our image and provide a more modern, fresh and updated vision of the sector.


How to take the first step

When the time comes to renew and create a brand, you need to consider and reflect on several points: first of all, about your company, the values you want to communicate, what sets you apart from the rest, the product you want to produce, the prospects, the market segment in which you want to introduce... All of these reflections and conclusions should be reflected in a briefing, a very useful document that will help the designer capture of the company’s values in the future design and structure of the brand and the product.

It is very important to work with qualified professionals, since they will know the exact way of capturing the customer needs and offer a high quality service, with real market outcomes and lasting in time, positioning the brand the most appropriate and competitive way.

In these years working for the olive oil sector, we have observed that private initiatives and courageous projects, those with a strong focus and in which trust is given to professionals, are the ones that have performed the best results on the market.

I think it’s a good time to get in the best hands, put on a nice suit and jump into the market. We must avoid prejudices, rely on well-trained young professionals and take a step forward in order to push the highest number of spanish cooperatives inside the market with a strong and more professional corporate image.

Isabel Cabello, Creative Director of IC Studio.

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