Problem Statement
Although widely recognized, Bertolli struggles to convey trust, quality, and authenticity —
particularly to informed, health-focused consumers — limiting its ability to stand out on shelf.
Results & Metrics
By simplifying the label content and prioritizing only the most essential information, shoppers can grasp the product’s key benefits within a second. Replacing generic single-olive imagery with an ancient olive tree illustration reinforces the product’s authentic origin and heritage. The introduction of a gold textured finish further elevates perceived quality and increases shelf engagement time.
+40-44.98%
+35-45%
+2-3 secs
+20-30%
Through a clear visual hierarchy aligned with typical consumer Z-pattern scanning behavior, the label layout improves information discoverability and decision-making speed. This structure contributes to a 20–30% increase in purchase intent, while brands applying similar hierarchy systems typically see a 15–25% uplift in shelf take rate, as product benefits become immediately scannable.
