*The project was created in Brandoctor in 2008. Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
San Gurmano is a high quality extra virgin olive from Istria, a Croatian region famous for winemaking, olive oil and good food. We have identified a strong niche in the marketplace, which is the gourmet olive oil. We have defined the brand image as traditional and domestic, Istrian and ecological, innovative and educational, gourmet and artistic.
On the basis of the brand platform, we created the verbal and the visual identities, as well as brand touchpoints. The name San Gurmano has three possible meanings: it sounds like an imaginary place in Istria – the Italian overtone because of the Italian language as part of the Istrian heritage, “san” in Croatian meaning dream so it can be translated as “gourmet’s dream”, as well as San for Saint in Italian. The visual identity shows the halo above the olive – playing with the saint connotations of the name. The slogan “Every gourmet’s dream” plays on one of the possible meanings of the name.