Filippo Berio, the historic Tuscan olive oil brand founded in 1867, unveils its new global identity developed in partnership with Robilant, Italy’s leading brand consultancy, renowned for shaping iconic international brands. The redesign marks a pivotal moment as the brand looks to harmonise its image worldwide, honouring its deep-rooted heritage while adapting to evolving consumer expectations and the growing premiumisation of the olive oil category.
Deep market insight drives evolution
The rebrand aims to unify Filippo Berio’s image worldwide and modernise how the brand expresses its craft, provenance and trust. With competition intensifying and new premium entrants crowding the shelves, Robilant’s brief was to reaffirm what makes Filippo Berio distinctive: its deep Italian roots and its legacy of quality.
Robilant began by conducting an in-depth analysis of Filippo Berio’s key international markets, with particular focus on the United States and the United Kingdom, where the brand holds a strong competitive position. The research encompassed in-store audits, competitor benchmarking, consumer perception studies, and an assessment of brand health across different regions.
This rigorous process, enriched by an exploration of the company’s historic archives, enabled Robilant to identify Filippo Berio’s enduring equities and define a strategic roadmap for its next stage of evolution: one that honours the brand’s rich heritage while positioning it confidently for contemporary global audiences.
Heritage meets modernity
These insights were translated into a renewed visual identity that seamlessly 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 attributes of quality and authenticity.
The logo has been rebalanced to give prominence to the founder’s surname, with his signature elevated as a mark of trust and Italian craftsmanship. Across the range, a balanced 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, creating a design system that enhances recognition, restores hierarchy to brand elements, and conveys confidence and warmth across all markets.
Orchestrating global brand success
“Global brands must evolve without losing their identity,” says Fabio Molinaro, creative director of 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 showcases Robilant’s expertise in helping Italian and international brands successfully expand into the US, UK, and other key 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.”
Dining and Cooking