Pendleton Fine Foods are a gate-to-plate purveyor of fine foods. They grow, harvest, process and bottle olive oils and olives. Pendleton olive groves, located on the Limestone coast of South Australia, are situated on land that has been farmed for food produce by the Wylie family since 1938. Grant Wylie, CEO, personally oversees all olive oil blending for both retail and food service. Other products include vinegars, vinaigrettes and dukkahs.
The gate to plate message is important as consumers everywhere become more aware of the vagaries of food and its relationship with big business. Pendleton are a good sized operation but still retain 70 year old family roots of farming on the Limestone Coast of South Australia. Some of the olive trees on the property pre-date official figures for when those varietals supposedly arrived in Australia.
Is it wine or is it food?
Pendleton Fine Foods came to us as Pendleton Estate; it was a good name but was often mistaken for a winery. Together with the Pendleton team, the decision to evolve the name was made. This allowed us to start branding with a clean slate.
Olive oil, the most ancient of foods, was originally extracted using a stone press. It is that simple and obvious comparison that has now become central to the Pendleton brand.
A beautiful, refined product
Pendleton produce is top drawer. We needed to ensure that care and attention to detail in all elements of the design demonstrated Pendleton’s approach to the refinement of their product. This included subtle detail showing different product ranges plus the use of differing elements within a specific range.
Multiple design elements and production techniques allow alternative approaches to get these messages across the line, including the use of colour, stock, metallic inks, varnishes and foils. The agrumato range (created by pressing citrus fruit and olives together) has its own motif that identifies it as agrumato, as distinct from blended oils.
A clean product web site
The brief for Pendleton’s online presence was to deliver a site that shows product and elevates the Pendleton brand. User navigation is elegant with product ranges and information found easily.
Point of sale marketing
Support has extended to retail POS and all food service requirements. Know Your Oils was a campaign developed by Pendleton in response to the lack of consumer knowledge about extra virgin olive oil as well as non-existent regulation of cheap, non-compliant EVOO imports.