Olli Salumeria by Miller Creative

CLIENT

A maker of slow-cured salumi products such as prosciutto, guanciale, and salame, located in Virginia. The recipes are based on 160-year-old family recipes handed down to co-founder Oliviero Colmignoli.

BRIEF

The client wanted to set itself apart in the deli case, which usually features brands with traditional designs, Italian themes, and muted color palettes. The slow-cured salumi are based on the Italian tradition but are made entirely in the USA with the best sustainably-raised, heritage-breed pigs available. Co-founder Chip Vosmik wanted Olli Salumeria to have the appeal of a fine wine label: distinctive and refreshing, yet rich with craftsmanship and heritage. Our challenge was crafting a brand for a salumi company that wanted to be thoroughly modern but was making a very old-world, traditional salumi. 

APPROACH

“Our solution was based on the premise of “modern Italy.” Today’s Italy is a hub of modern design. We wanted to tap into this reality and create a brand that was clearly connected to tradition (scratchboard “O” logo), yet dynamic and modern (bright, runway-inspired color palette). We achieved this through uncluttered layouts, beautiful photography, and a logo with interchangeable “O“s. Small hints of the company’s fun side come through in details like the vanity barcodes and famous, food-related quotes on the back of the packaging.

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-school Italian salumiere and a 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. Bravo Miller Creative! — Chip Vosmik, Co-founder of Olli Salumeria