COLOUR OF MAROC

TitleCOLOUR OF MAROC
ClientCOLOUR OF MAROC
Product / ServiceARGAN OIL
CategoryE01. Foods
EntrantLANDOR ASSOCIATES Sydney, AUSTRALIA
Entrant Company LANDOR ASSOCIATES Sydney, AUSTRALIA
Advertising Agency LANDOR ASSOCIATES Sydney, AUSTRALIA

Brief Explanation

We needed to create a premium identity that reflected both the brand’s Moroccan origins and the contemporary Australian influence that would appeal to food-loving consumers, restauranteurs and chefs. The packaging need to be able to stand out in premium deli locations as well as crowded supermarkets shelves so a distinctive design was needed to cut through in these challenging environments.

The Brief

The ‘Colour of Maroc' brand was created when the husband-and-wife team took a tour around Sophia’s homeland of Morocco, discovering its people, influences and inspirational stories. The first step for the duo was publishing a cookbook and journal of their experiences, followed by the launch of their first product - a premium bottled Argan oil sourced from Morocco and used in cooking as a finishing oil to deliver a delicate, nutty and slightly sweet flavor.

How the final design was conceived

Our inspiration came from the name ‘Colour of Maroc’. Through the powerful idea of colour, we explored the shapes, patterns and food of Marrakesh to create a brand of contemporary elegance that reflected the premium quality of this organic golden oil. The brown bottle was a nod to the authentic Moroccan influence and offset by the unique and contemporary shape. The choice of a natural cork alludes to the sustainable, organic sourcing of original argan oil.

Indication of how successful the outcome was in the market

Sales have exceeded all expectations with the product now stocked in all major Australian department stores and high-end restaurants. As a result of its success, the client is now extending their product range to include other Moroccan-inspired products such as teas and coffees. A great example of a brand helping young entreneurs to gain a foothold in a competitive market.

Credits

Name Company Position
Jenni Doran Landor Design Director
Eleanor Witt Landor Designer