Filippo Berio, the historic Tuscan olive oil brand founded in 1867, has unveiled a new global identity as it seeks to strengthen its image worldwide. The refresh, developed in partnership with Italy’s leading brand consultancy Robilant, honours the brand’s deep-rooted heritage while responding to evolving consumer expectations and the growing premiumisation of the olive oil category.
Deep market insight drives evolution
The rebrand aims to modernise how Filippo Berio expresses its craft, provenance and trust. With competition intensifying and premium entrants crowding shelves, Robilant’s brief was to reaffirm what makes Filippo Berio distinctive: its Italian roots and longstanding quality.
Robilant conducted an in-depth analysis of key international markets, focusing particularly on the United Kingdom and United States, where Filippo Berio holds a strong competitive position. The research encompassed in-store audits, competitor benchmarking, consumer perception studies, and a comprehensive assessment of brand health across regions.
This rigorous process – enriched by exploration of the company’s historic archives – enabled Robilant to identify Filippo Berio’s enduring equities and define a strategic roadmap for the brand’s next stage of evolution: one that respects its heritage while positioning it confidently for contemporary global audiences.
Heritage meets modernity
These insights informed a renewed visual identity that bridges past and present. The founder’s portrait has been reinterpreted to convey vitality and a forward-looking spirit, while the historic graphic – drawn from archived lithographs and Liberty-style flourishes – has been refined in gold on green to reinforce quality and authenticity.
The logo has been rebalanced to give greater prominence to the founder’s surname, with his signature elevated as a mark of trust and Italian craftsmanship. Across the range, a considered interplay of colour, materials and contemporary elegance ensures clear differentiation between product lines while preserving the brand’s iconic green.
The resulting identity blends tradition with modern sensibility, enhancing recognition, restoring hierarchy to brand elements and conveying confidence and warmth across all markets.
Orchestrating global brand success
“Global brands must evolve without losing their identity,” said Fabio Molinaro, Creative Director at Robilant. “With Filippo Berio, we demonstrated how deep market understanding and heritage insight can transform an iconic brand into a truly global player – consistent, distinctive and relevant everywhere.”
This project reinforces Robilant’s expertise in guiding Italian and international brands as they expand into the US, UK and wider global markets, combining strategy, cultural insight and design excellence.
Emanuele Siena, Global Marketing Director at Filippo Berio, said: “We are very proud of this result. We tested the new identity in our most strategic markets, the USA and the UK, and the enthusiasm of our consumers confirmed that we reached our goal. We wanted an evolution that respected our heritage and elevated it with renewed elegance and clarity. This work achieves that balance with remarkable class, strengthening our story while staying true to who we are.”
