London and San Francisco-based design consultancy Turner Duckworth has completed the brand identity, packaging and name generation for Belazu, a new retail range of fine olive oils and Mediterranean speciality products which will be launched this week.
The brief was aimed towards ‘a design that would communicate the brand values of the Belazu range – Mediterranean, but smart Med, not “club” Med’, says Bruce Duckworth, creative director at Turner Duckworth. ‘Our solution was to create a design that communicated the hand-picked, hand-selected care given to the creation of each product within the range.
‘The symbol shows a hand appearing from the earth as an olive tree icon while the colours evoke the feel of the Mediterranean without overclaiming its provenance. The glass bottle was chosen for its transformation from circular at the shoulder to a square base again, giving it a point of difference within a crowded sector.’
The oil bottles will grace the tables of London restaurants The Ivy and Le Caprice. The full range comprises infused olive oils in clear glass bottles, premium olive oils bottled in protective dark glass, balsamic vinegars, aromatised olives, tapenades and pastes. It will sell at Sainsbury’s in the UK, and be exported to Japan and the US.
‘The product range is aimed at foodies who use high quality ingredients,’ says Duckworth.
Design: Turner Duckworth
Creative director: Bruce Duckworth
Design director and designer: Janice Davison