DESRURAL

Its objective is to export worldwide an olive oil of the highest quality whose main feature is its traditional artisanal production process.

DesRural is the agricultural company responsible for an olive press that aims to be a reference in the olive oil market. Based in Portalegre, in the Alentejo region of Portugal, its objective is to export worldwide an olive oil of the highest quality whose main feature is its traditional artisanal production process.

Mouro Olive Oil is a leading brand of alentejo olive oil conceived for the Belgium and Scandinavian markets.

The challenge proposed was to understand the expectations of these markets regarding a product traditionally not part of their cultures and eating habits. Following field research undertook in gourmet shops in these countries, we found a common market expectation in both, namely to live the Mediterranean culture, its history and values.

As it was the moors that brought olive oil to the Iberian Peninsula, where they settled mainly in the Alentejo region where this olive oil is produced, we created the name MOURO (MOOR) with the concept: The origin of olive oil.

The name and the identity codes of the brand, including packaging, refer to the ancestral culture of olive oil, through the use of a serif type especially designed for the brand, as well as specific colours related to the nature of the product.

The remaining communication elements aim to add to the ancient, sophisticated feel by adopting simple and minimalist identity codes.

The communication system included an advertising campaign in specialist media, website, flyer, gold packaging for the premium product and packaging for tasting events.