Case Study: Olli Salumeria

Product description:

Slow-cured, USA-made salami made from heritage-breed pigs. Various packaging formats.

Primary problem(s) the design had to overcome:

Two agencies failed to meet the client’s expectations. The brand stood for a hybrid of old and new, old-school Italian salumiere and modern American food culture of sustainably-farmed, “real” food. This was what the brand needed to convey on-shelf, immediately and clearly.


Strategic approach and key insights:

Our strategic approach was to convey a fresh, vibrant brand voice, anchored to a classical brand mark. We achieved this by selecting a distinctive, vivacious color palette that evokes “modern Italy” (a leader in design and fashion), and ornately-rendered O’s in four styles. The combination of old and new really captured the brand’s inherent values, while the unconventional look leaped off shelves and delighted consumers and retail buyers alike.


Market results:

Within one year of launch, the products were carried in over 1000 Whole Foods, Olli was selected as Vendor of the Year and the design work was featured in various online and print publications. Just 5 years later, the brand is sold in stores nationwide, in thousands of retail locations – from speciality to supermarket grocery. Olli’s new facility –  a state-of-the-art 80,000 SF production facility in California increases their output to a capacity of $100 million.