Our Role
Brand Strategy
Brand Identity
Digital Experience
Go-to-Market
Industry
Food & Beverage
Fossatelli
Fossatelli had everything a brand needs except a brand. Generations of biodynamic farming on a Tuscan estate, an exceptional oil, and the family name on the bottle. We built the rest: a heritage identity system that fit the land it came from, and travels well past it.
CASE STUDY
Fossatelli
Fossatelli had everything a brand needs except a brand. Generations of biodynamic farming on a Tuscan estate, an exceptional oil, and the family name on the bottle. We built the rest: a heritage identity system that fit the land it came from, and travels well past it.
Brand Strategy
Brand Identity
Packaging
Digital Experience
Go-to-Market
Food & Beverage
Industry
CASE STUDY
Our Role
THE IDEA
Biodynamic olive oil is a hard category to brand without embarrassing yourself. Lean too far into the moon and you end up next to crystals. Lean away from it and you bury the reason the oil tastes the way it does.
Fossatelli had earned the right to lean in. The family wasn't borrowing biodynamic farming as a marketing angle — they'd been working this way for generations. The brand had to know the difference.
BRAND SYSTEM
Earthy without going rustic. Premium without going manufactured. The system was built to live in the two places this brand needed to be at once: on a shelf in a market that doesn't know the family, and on a property that's been in the family for longer than anyone's been buying olive oil from a store.
The mark works in two registers to do that job. A clean wordmark for the everyday product face. An arched crest for the ceremonial moments — wax seals, gift boxes, the things that belong on the estate rather than the shelf. One travels. One stays home.
BRAND SYSTEM
Earthy without going rustic. Premium without going manufactured. The system was built to live in the two places this brand needed to be at once: on a shelf in a market that doesn't know the family, and on a property that's been in the family for longer than anyone's been buying olive oil from a store.
The mark works in two registers to do that job. A clean wordmark for the everyday product face. An arched crest for the ceremonial moments — wax seals, gift boxes, the things that belong on the estate rather than the shelf. One travels. One stays home.
THE MARK
The mark started inside a private drawing. One of the owners had sketched the family dog asleep under his favorite tree on the estate, the kind of drawing that ends up framed in a hallway and nowhere else.
We didn't take the tree. We took a branch from it.
A single sprig, simplified without flattening it. What's on the bottle is a piece of that tree, drawn by a hand that knew it. Every element of the identity followed the same rule: it had to feel like it could have always existed on the estate.
THE MARK
The mark started inside a private drawing. One of the owners had sketched the family dog asleep under his favorite tree on the estate, the kind of drawing that ends up framed in a hallway and nowhere else.
We didn't take the tree. We took a branch from it.
A single sprig, simplified without flattening it. What's on the bottle is a piece of that tree, drawn by a hand that knew it. Every element of the identity followed the same rule: it had to feel like it could have always existed on the estate.
HARVEST BOTTLE
The new harvest is the one moment of the year when the celestial side of the work earns its place on the label. The limited edition bottle leans in openly: phase of the moon at pressing, the constellations overhead, the harvest charted against the calendar the family actually works to.
It's the only bottle in the line that does this. The master brand carries the heritage year-round. The harvest bottle carries the ritual, once. Keep them apart and each gets to be what it is. Run them together and the master brand starts to feel like a horoscope.
HARVEST BOTTLE
The new harvest is the one moment of the year when the celestial side of the work earns its place on the label. The limited edition bottle leans in openly: phase of the moon at pressing, the constellations overhead, the harvest charted against the calendar the family actually works to.
It's the only bottle in the line that does this. The master brand carries the heritage year-round. The harvest bottle carries the ritual, once. Keep them apart and each gets to be what it is. Run them together and the master brand starts to feel like a horoscope.
PACKAGING
The packaging system avoids the two clichés the category defaults to. No cypress trees, no script italics, no sun setting over a vineyard on the front of the bottle. Also no modernist apothecary minimalism, no all-caps sans serif pretending the family doesn't exist.
What's on shelf instead is a bottle you want to pour from and a label you don't want to throw away.
PACKAGING
The packaging system avoids the two clichés the category defaults to. No cypress trees, no script italics, no sun setting over a vineyard on the front of the bottle. Also no modernist apothecary minimalism, no all-caps sans serif pretending the family doesn't exist.
What's on shelf instead is a bottle you want to pour from and a label you don't want to throw away.
DIGITAL
The site is built around the estate, not the bottle. Story, Oil, Estate, and Biodynamic Farming sit ahead of Shop in the nav. The hero opens on the grove. The harvest release gets its own moment, the way it does in the year.
DIGITAL
The site is built around the estate, not the bottle. Story, Oil, Estate, and Biodynamic Farming sit ahead of Shop in the nav. The hero opens on the grove. The harvest release gets its own moment, the way it does in the year.
THE OUTCOME
Fossatelli took the brand to market and held. From a small-scale local producer to a serious entrant in the wider olive oil category, with a brand that travels as well as the product does. The family still presses by the moon. We gave the rest of the world a way in.
IN MARKET
Fossatelli took the brand to market and held. From a small-scale local producer to a serious entrant in the wider olive oil category, with a brand that travels as well as the product does. The family still presses by the moon. We gave the rest of the world a way in.
“To say that team Parachute changed the trajectory of my business would be an understatement. The energy and craft that went into this mirrors that of my team exactly. I couldn't be more grateful.”
Mimi Claus
Owner, Fossatelli
THE IDEA
Biodynamic olive oil is a hard category to brand without embarrassing yourself. Lean too far into the moon and you end up next to crystals. Lean away from it and you bury the reason the oil tastes the way it does.
Fossatelli had earned the right to lean in. The family wasn't borrowing biodynamic farming as a marketing angle — they'd been working this way for generations. The brand had to know the difference.
