*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
MIH is a company that produces high quality extra virgin olive oil by uniting under its name private producers of olive oil from Istria, a Croatian region famous for winemaking, olive oil and good food.
Brandoctor has 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.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot
Naming Consultant: Anja Bauer Minkara
Copywriter: Anja Bauer Minkara, Ivan Čadež
Art Director: Igor Manasteriotti
Designer: Igor Manasteriotti
Implementation: Jelena Mezga
Photographer: Domagoj Kunić