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Summary
Viaraví is an olive oil brand localized in the province of Jaén, it comes to be with the mission of honoring the family tradition of olive trees, looking to share this product with the neighbours of the Sierra Morena county, representing the quality, the warmth and the care behind this local product. These olive trees located between Jabalquinto and Linares now produce picual oil only in Cosecha Temprana variety. This design project expanded their brand and motives further by showcasing them through product shoots and other new appliances included in the process.
Investigation
Since I had previously worked on Viaraví’s visual identity and packaging, the objective in this stage was not to reinvent the brand but to expand it in a coherent and meaningful way. The foundation was already solid, with a narrative deeply rooted in family heritage, land and tradition. My role here was to ensure that this identity remained consistent across new formats such as the commercial dossier and the website, developing a system that felt natural and connected to what already existed.
The mosaic motif present on the previous packaging designs became the key visual element guiding this expansion. This symbol represents the connection between the two localities of origin and carries emotional and cultural weight. Using it as a pattern allowed the brand to maintain recognizability while adapting to different contexts, serving as an anchor throughout the development of new materials, ensuring coherence, recognizability and emotional continuity. With the help of some new resources related to the olive trees themselves, I further complemented the branding to create new pieces, like the packaging. The visual communication was also refined to remain warm, close, and honest, in line with the values that define the brand.
Creative process
Poster Design for Retail Points
Posters were designed for olive oil specialty shops and local points of sale. The goal was to reinforce brand presence where the product is encountered physically, highlighting the origin, craftsmanship and value of the oil in a way that feels warm and familiar. The posters use the mosaic as a subtle background element, maintaining visual impact without overshadowing the product.
Commercial Dossier for Restaurants and High-End Clients
A tailored dossier was created to facilitate communication with restaurants, boutique hotels, gourmet stores and other establishments. The document organizes product information, tasting notes, and pricing in a clear and professional format, while still reflecting the approachable and honest character of the brand. The design balances refinement with simplicity, making it easy to reference during business conversations.
Monodose Bottle for Promotional Events
For a regional trade fair (Feria de Muestras), a monodose bottle was developed as promotional merchandise. The objective was to allow attendees to experience the oil firsthand and take home a small, considered piece of the brand. A complementary pricing insert accompanied these bottles, inviting follow-up purchases and reinforcing product accessibility. The monodose format maintains the visual identity of the main packaging while adapting it to a practical, on-the-go context.
Packaging Box Design
A new packaging box was designed to accommodate both 250 ml and 500 ml bottles, as well as potential future expansions. The structure prioritizes durability and presentation, using the mosaic motif as the main graphic element and incorporating subtle olive branch illustrations to add warmth and visual rhythm. The result is a packaging solution that protects, displays and elevates the product in equal measure.
Product Photography
A series of photoshoots were directed and executed to align with the brand’s communication tone. The imagery focuses on natural light, materials such as wood and linen, and elements that evoke rural familiarity. The intention was to convey a sense of closeness, heritage and everyday appreciation, positioning the product not only as gourmet, but as something meaningful and sincere.
Project showcase
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