FROM CATEGORY PIONEER TO SHELF-READY PASTA POWERHOUSE
FROM CATEGORY PIONEER TO SHELF-READY PASTA POWERHOUSE
FROM CATEGORY PIONEER TO SHELF-READY PASTA POWERHOUSE
FROM CATEGORY PIONEER TO SHELF-READY PASTA POWERHOUSE
FROM CATEGORY PIONEER TO SHELF-READY PASTA POWERHOUSE
FROM CATEGORY PIONEER TO SHELF-READY PASTA POWERHOUSE
OLIVE GREEN ORGANICS
Olive Green Organics was early to the gluten free pasta party. Properly early.
For more than 20 years, theyโd been bringing quality organic, gluten free pasta to the Australian market, long before the big grocery players decided gluten free was worth chasing.
But the category caught up.
Gluten free pasta was no longer hiding in the health food aisle with the earnest labels and brown-paper energy. It was moving into the main pasta aisle, sitting shoulder-to-shoulder with mainstream brands, polished private labels and big-name competitors.
The product was still brilliant.
The packaging? It wasnโt keeping pace.
Olive Green Organics needed to hold onto its trust, ethics and loyal following, while stepping into a much clearer, stronger, more commercial version of itself.
Not a shiny makeover.
A proper shelf reset.
THE PROBLEM
Great product. Quiet packaging. Crowded shelf.
The original range was packed in soft clear plastic with one front label carrying the whole job.
Brand… Variant… Claims… Ingredients… Mandatory information… Story… all crammed into one little patch of real estate.
On shelf, the packs slumped. They twisted. They jumbled together. The long formats often landed on the bottom shelf with barely any brand showing. Variant navigation was weak, the brand mark felt recessive, and the range was behaving more like a group of products than a proper system.
And then there were the compliance gremlins!
ยป Non-compliant NIPs
ยป Truncated barcodes
ยป Outdated claims and endorsements
ยป Not enough room for the brand story….
Which was wild, because the story was the really good stuff.
Olive Green Organics supports female workers in Bolivia and sources from ethical quinoa farms where llamas roam the paddocks as part of the natural fertilisation process.
Llamas. Ethical farming. Women-led labour support. Organic ingredients.
And somehow the pack was whispering.
Unacceptable, frankly. And the client knew it!
First, we changed the box.
Then the box changed everything.
THE STRATEGIC MOVE
A new pack format. A much bigger opportunity. Moving from soft plastic to cartons helped Olive Green Organics reduce plastic, tell a better story and show up with more confidence on shelf.
CUT THE
PLASTIC
is next in line.
MAKE ROOM
FOR OUR STORY
ethical farming story behind the brand.
BUILD DELICIOUS APPETITE
Food photography and product imagery did the heavy lifting instead.
CREATE A SOLID BRAND SYSTEM
Clearer variants. Better gluten-free visibility.
Same heart. Sharper elbows.
This was not a rebrand for the sake of a dramatic before-and-after.
Olive Green Organics already had equity. The job was to protect what customers recognised, then fix what was dragging the range backwards.
We brought the identity into a stronger lock-up, joining the mark and wordmark so the brand could land faster on shelf.
We kept the rough-edged variant panels, because they carried familiarity, but rebuilt them with stronger colour, cleaner hierarchy and better navigation.
We freshened the green into a brighter, more ownable โfresh oliveโ tone, helping the range block together with more confidence.
And we stopped treating Gluten Free like a polite side note.
For this brand, gluten free is not a tiny certification hiding in the corner. It is a shopper shortcut. A reason to pick it up. A point of difference with commercial value. So we gave it the volume it deserved.
A refresh should not erase equity.
It should sharpen it.
Enter Oliver & Quinn! A drama of Llamas!
The kids range needed its own little uprising.
Previously, it leaned on bouncy vegetable characters that felt more โclip art homeworkโ than โbrand worldโ.
So we took the best part of the Olive Green Organics story and gave it a face.
The Llamaโs were born from the farms themselves. Playful characters with a real connection to the brandโs Bolivian origin story, not just a random mascot slapped onto a pasta box because someone thought kids like eyes on things.
The back of pack became useful too, with games, quizzes and colouring activities designed to give families more to engage with.
A kids range with charm, purpose and a llama family! A very sensible business decision.
THE COMPLIANCE CLEAN-UP
Claims, barcodes, nutrition panels and mandatory information rarely get the
glory. Until they are wrong. This range needed a full compliance clean-up to
make sure the details were doing their job, not quietly undermining the pack.
CLEAN UP
THE CLAIMS
FIX THE DETAIL
RESET THE STORY
was reframed in a way that felt stronger for Australian retail.
EARN THE YES
Compliance is not where the
fun goes to die. It is where good packaging earns its keep.
The brief was simple: create a wall. A wall of Olive Green Organics.
Not a few products quietly hoping to be noticed. A strong, structured, shopable range that could block together, explain itself quickly and give the sales team something bigger to sell.
ยป The move to cartons gave the range structure.
ยป The refreshed green gave it brand blocking.
ยป The variant colours gave it navigation.
ยป The photography gave it appetite.
ยป The hierarchy gave it speed.
And the free-standing display units turned the whole range into a retail-ready story.
For the sales team, this mattered. They could walk in with more than samples and a price list. They had a complete introductory offer: a full range, a clear story and a display unit built to land in-store with confidence.
That is what packaging should do. Not sit there looking pretty. It should actually work.
More clarity. More confidence.
More pasta revolution.
IS YOUR BRAND READY FOR ITS NEXT MOVE?
Not every brand needs to blow everything up. Olive Green Organics
didnโt need to lose what made it loved. It needed a stronger system,
a clearer story and packaging that could carry the product properly.
Wondering what your brand needs next?
Start with the guide, then take the RE:3 quizย to see
whether you need a RE:SET, RE:FRAME or a RE:FINE
Because โwe probably need new packagingโ is not a strategy.