I collaborated with Foxall Studio and Capital Partners on their prime coastal development project on the southwest Aegean coast of Turkey to create a new olive brand that could be commercialized internationally while providing a sustainable income for local producers. The studio was tasked with developing a new name and visual identity to communicate their ethical qualities to key audiences, and to create packaging that would stand out in a notoriously crowded category. My involvement included project planning, competitive landscape analysis, and ethnographic research in olive oil plantations and processing facilities, as well as visiting the target audience's homes to explore their general perception of the category and learn about their unique eating habits. This was followed by insight construction, brand strategy, and creative brief development. The successful branding, designed by Iain Foxall, captures the organization's engaging spirit with the essence: "A love affair with the land and its people." The name encapsulates the brand's promise, values, and personality. The visual identity has a universal appeal aimed at local, national, and international audiences.