Miloby Ideasystem Designs Olive Oil for Beyond Organic

Posted: May 6, 2014

With a recommendation by renowned health and wellness guru Andrew Weil, M.D., Lucini Italia turned to multidisciplinary design studio Miloby Ideasystem to introduce their limited production single-estate Tuscan organic olive oil. The resultant work tells a story of rich traditions and artisan quality.

The new packaging successfully addresses the fact that consumers are looking beyond organic certification when shopping for their groceries. Miloby Ideasystem understands that consumers are becoming more aware that all organic foods are not created equal and that brands need to position themselves accordingly.

"We wanted to express that Lucini was introducing a rare product that comes from a special place with a rich tradition" says partner Milana Kosovac. "Being certified 100% organic is an amazing achievement, but it does not tell the whole story. We wanted to move the consumer experience beyond a technical designation."

From shampoo to potato chips, consumers are being offered a growing selection of organic products. Entering this milieu, Lucini needed to set itself in a different class and redefine the category. The design reflects Lucini Italia's commitment to the highest quality artisan craftsmanship, but also the very best taste experience.

The fact that Limited Reserve Premium Select™ extra virgin olive oil is one of the first food products to be endorsed by Dr. Weil added further complexity to the launch. "Everything about this line of products is about being the very best," adds Kosovac, "and this is something the creative team worked to uphold from start to finish." It should be noted that Andrew Weil, M.D., donates all of his after-tax profits from royalties of sales of Lucini Italia Organic™ products directly to the Weil Foundation, a not-for-profit organization dedicated to supporting integrative medicine through training, education, and research. For more information visit: