Refreshing a beloved brand

Lucini Italia is passionate about creating handcrafted gourmet foods inspired by the culinary traditions of Italy. They hired us to help them develop a more cohesive and premium packaging system.

Something about how previous redesign attempts had gone too far and tried to impose a “red checkered tablecloth” vibe on the brand.

Lucini’s flagship product, Premium Select Extra Virgin Olive Oil, is a bestseller and a customer favorite. Research showed that customers were fond of the product’s existing packaging, so we were challenged to improve its shelf appeal without losing its overall character and charm. We tweaked nearly every element of the Premium Select package, making a number of small design improvements that added up to a much stronger shelf presence: we re-designed the logo to give it more elegance, arced the label to give the logo more space, re-drew the naive “travel illustrations” for better composition and flow, created a more authentic-looking parchment, improved the label’s type hierarchies, and added black and gold elements to increase the bottle’s premium appeal.

Lucini’s other products— Everyday Olive Oil, handcrafted sauces, and artisan vinaigrettes—were more dramatically redesigned to complement the new-and-improved Premium Select Extra Virgin bottle and compete more successfully within their respective retail categories. The end result is a beautiful, flexible system that looks as good as the products taste.
















Werner Design Werks
147 East Tenth Street
Saint Paul, MN 55101

(651) 291-2660