In a sea of very similar-looking olive oils, Velluto wanted to stand out on the shelf by avoiding typical cliches associated with EVO labels and aim for "classy, but not pricey". The solution was a tall, slim, uniquely shaped bottle that contrasted well with other current olive oil bottles and a label design that perfectly delivers the brand's vision through clear typographic communication, minimal yet conspicuous flavor cues, and a touch of black to convey elegance.