Giglio Oro: The Expert in Seed Oils

Arteficegroup designed and executed a comprehensive strategic journey for Giglio Oro. From market data analysis to redefining the entire product portfolio of the Group, the focus shifted to the brand with the highest potential: Giglio Oro.
Following validation and sharpening of its positioning as “the expert in seed oils”—achieved through consumer engagement in focus groups conducted with research institute Free Thinking—the project required a reimagined brand architecture. This transformed Giglio Oro into a masterbrand of a cohesive and articulated range, highlighting the uniqueness of each product.

The logo and packaging redesign visually embodies this transformation: a central and bold brand identity, celebration of raw materials, and clear, modern messaging. Every element of the packaging serves a precise purpose—informative and differentiating—within a context that enhances readability and maximizes shelf impact.
A defining choice throughout the project was adding cultural value to a product often perceived by consumers as purely functional. The result is an evolved identity through a strategy aimed at consolidating both the brand’s historical presence (now a category mentor) and the authority and credibility that led it to achieve 80% brand awareness without advertising.

Branding the Difference is the ability to transform authenticity into value, solidify brand identity, and amplify what makes it distinctive—through defining its core values and building a proprietary language.