Identity Designed is a showcase of brand identity projects from around the world.

Olli Salumeria

Contributed by Yael Miller of Miller Creative.

Olli Salumeria brand identity design

Olli Salumeria makes dry-cured salumi in Virginia based on old-world 160-year-old recipes, using state-of-the-art production methods to replicate authentically Italian salumi here in the US. Since the brand launch just over a year ago, they’ve outpaced competitors in over 1000 stores their products are sold in (including Whole Foods, Wegmans and Kroger).

We worked on Olli’s brand identity and packaging from the ground up. We provided: naming, brand identity/logo, website, salumi packaging design, stationery, trade show signage, point-of-sale display, shipping case, marketing collateral and sales presentations.

“After two agencies failed to meet our expectations, we called upon Miller Creative to create a brand name and identity for our salumi start-up. It was immediately clear that Yael and Reuben at Miller Creative just ‘get it.’

“They swiftly found a way to convey the values of our salumi: a hybrid of old and new, old-school Italian salumiere and modern American food culture of sustainably-farmed, ‘real’ food.

“The beautifully rendered O’s by artist Roger Xavier, combined with contemporary typography and vibrant, nontraditional colors came together to encapsulate what Olli Salumeria is all about.”
— CHIP VOSMIK, OLLI SALUMERIA

Olli Salumeria brand identity design
Close up of the Olli ‘O’

Olli Salumeria brand identity design
Close up of another Olli ‘O’

Olli Salumeria brand identity design
A third Olli ‘O’

Olli Salumeria brand identity design
A fourth Olli ‘O’

Olli Salumeria brand identity design

Olli Salumeria brand identity design

Olli Salumeria brand identity design

Olli Salumeria brand identity design

Olli Salumeria brand identity design

Olli Salumeria brand identity design

In the short space of under 1 year, Olli products are sold in over 1000 locations, nationwide, including Williams-Sonoma, Whole Foods, Wegmans and more. They have also received widespread press coverage in Bon Apetit, The New York Times, Wall Street Journal and others. They have also been named Whole Foods New Vendor of the Year – a special distinction, very rare for such a new company.

Olli Salumeria website

Olli Salumeria website

Olli Salumeria website

Olli Salumeria website

Visit the Olli Salumeria website.

Olli Salumeria packaging

Olli Salumeria packaging

Olli Salumeria baseball cap

View more design work on the Miller Creative website. Follow Miller Creative on Twitter.

9 much appreciated comments about “Olli Salumeria”

  1. Tasty! There is plenty to like here. But do we really need the ™ everywhere? The barcode made me smile.

  2. Wow. Good stuff. You know, minus the trademark.

  3. Wow, that’s one complicated logo.

  4. Love the mark, but not the package. I’d never buy this product if I couldn’t see it.

  5. This is very, very nice. There has clearly been a great deal of thought put into every detail, and it shows.

    I love the colours, choice of fonts, images, everything. Well done.

  6. Beautiful brand mark. Terrible website.

  7. The logo is pretty interesting having a pig in it but it not being visible unless you really look closely. I also really like how the website is designed showing the shots of the salami, etc.

  8. It is all well executed, and slick – but not really that innovative. There just doesn’t really seem to be a firm idea behind the identity (it’s certainly not clarified through the text), just something that is aesthetically premium and appropriate. I can’t help but feel it is all a bit safe and more of the same in the sector – not something that would stand out for me on the shelf.

  9. I’ve seen this in local markets and it definitely stands out. I notice it pretty much every time I walk by. Nice work.

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