Building A Brand - Love Olive
Updated: 14th November 2008
Love Olive – Building a Brand
With the current financial tsunami affecting the global economy, more and more businesses are either folding, downsizing or cost-cutting. However, new Irish brand Love Olive is doing the exact opposite, with ambitious plans to bring Mediterranean eating and particularly olives to every home in Ireland over the next couple of years.
Although Love Olive is not even one year old, the mammoth strides it has taken since its inception are amazing. The County Antrim based company is already the largest olive wholesaler in Ireland and has a product range consisting of over 200 retail and wholesale products, which includes everything from olives to hummus and tapenades, and it has just recently launched new premium and organic ranges. The fact that this has occurred during the biggest global economic meltdown since The Great Depression makes it all the more remarkable.
While other companies are cutting back, Love Olive has invested up to £500,000 in products, staff, technology and developing the brand to ensure that there are solid foundations for long-term success. An admirable trait of this exciting new brand is its willingness to test different ideas and strategies in the marketplace, to ensure it has the right strategy to bring its products to consumers, retailers and wholesalers.
Cormac Green, Love Olive Director explained: ‘’At the minute we are testing various strategies to see what is the best option to bring our product to the masses. You will see Love Olive deli pods in shopping centres like Foyleside, or Love Olive units like the one in Castlecourt and we will also be popping up in different shapes in sizes in the coming months until we establish the best strategy for bringing the Love Olive experience to consumers.’’
The idea for creating a brand dates back many years when Cormac and fellow directors Hugh Cushnan and Shay Mullan sold top quality olives and fine foods at farmers markets and events all over Ireland. They along with supply director, James Philipson who is based in Greece realised the importance of branding the products they sold and enlisted the help of top Irish branding company Sort Design to help create a brand.
Michael Graham, from Sort Design, said: “We’ve been delighted to work with Cormac and his team in developing a name and brand that reflects both their passion for the products, and their innovative approach to the market. The brief has provided a great opportunity to re-think the traditional approaches to this sector, from the initial development of the brand itself and the product packaging, through to the stand design for their successful launch into the Irish market. Working with such a visionary client has enabled us to meet a diverse range of design and branding requirements, creating a brand that we’re proud to love – Love Olive.”
For more information:www.loveolive.co.uk
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