AVOE: Envases para una colección

Close your eyes and imagine that you are in front of the dresser of a conceited and flirtatious lady, with all those beautiful perfume bottles that permeate the glamorous atmosphere, beautiful bottles with all kinds of shapes, with their elegant and suggestive labels and molds. Now open your eyes and discover that what is really in front of you is the countertop, the kitchen island of a foodie or a gastronomic explorer (as they call them now). Yes, creative genius has landed a few years ago also in the flagship product of Iberian gastronomy: extra virgin olive oil.

As if it were perfumery packaging, one of the most traditional and immobilistic sectors of our industry has exploded by dumping an important part of its budget on packaging. It is not so strange if we take into account that, more and more, we find a self-complacent and hedonistic consumer who is looking for exclusive products with which to be rewarded and, of course, as such they must appear before him. From the point of view of the Almazaras, we must see the design item as an investment and not as an expense, since packaging, as in perfumery, represents a decisive issue in the choice of purchase. The commercialization of oil, in general, is changing its distribution model; Formerly the sale in bulk and carafe format was the general tonic. Currently retailing is focused on a final consumer eager for new proposals.

If you are in Madrid, just shop around the Olivarero Community Heritage Foundation (www.pco.es), at Mejía Lequerica Street No. 1 (I did so), to enjoy watching and “touching” some of these delicate bottles My friend Pedro, an expert in oils and a devoted confessor of good design, will guide you delightedly. It goes without saying that on the Internet you can find all kinds of original packaging proposals, both national and from other Mediterranean countries.

For doing a little more analysis; Currently, and taking into account the social and economic paradigm change in which we are immersed, we can find several types of consumers. They should focus the image of oil based on what they are looking for: the ecological (they are moved by humanistic values), the artisan (on the hunt for the traditional), the sophisticated (they fit novel proposals), the simple (they want things without artifice), the healthy (they like to take care of themselves), the alternative (they pursue extreme experiences) and the savings (go the offer). This segmentation by type of consumer can help focus the design project for your AVOE and is based on a report from the Andalusian consumption observatory Surgenia. In my opinion, this classification should not be taken as a dogma, because I believe that consumers are more complex and that when choosing in the linear, the environmental factor is also decisive in the purchase decision. But it can help us define ourselves by combining these groups two by two or three by three (for example: the ecological, the artisan and the simple). An advice; Prepare a good Storytelling, which is honest, to define the oil and its design.

In conclusion and by way of illustration I wanted to select several of the packaging designs that are currently presented in the market. To a greater or lesser extent, they respond to the aforementioned profiles. It is a small pantry that, I hope, will delight neophytes and initiates.