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| SUCCESS STORY: OLIVE A brand that sounds
Liquid Agency has worked closely with Olive’s management to develop its brand from the very beginning. As a result the Olive brand has captured the heart of music lovers, and become a media darling, with articles in every major publication, from the NY Times to Playboy magazine. |
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| Brand strategy. As the brand stewards for Olive we met with Dr. Oliver Bergmann, the company's founder and CEO, and discussed his vision for a world where music would be enjoyed without compromises. Shortly after, we developed a strategic brand platform positioning Olive as a brand committed to offering the convenience of digital technology combined with the pure sound of high definition audio. These ideas were the driving force behind "Save the sound!" the tagline BBDO helped craft for Olive as part of an early ad campaign and that is now the brand's mantra. Get a better look. Download a PDF. |
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| Naming and architecture. Besides designing the Olive logo, Liquid has been instrumental in the development of a comprehensive brand architecture and naming system. With names like Opus, Musica, Symphony and Sonata - we've made it pretty clear that serious music is Olive's business. When Olive introduced a device that allowed music lovers to play, store, manage and burn music at HD quality, we coined the term "Pure Audio System" as a way to define what essentially is a new product category. Get a better look. Download a PDF. |
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| Product design. When Olive asked us to participate in the product design, we jumped at the opportunity. We've collaborated on the design of all its products, including the innovative OPUS No.5, which was modeled after the shape of a book to suggest the idea that the device becomes your new music library. The product design has been well received and praised for its minimalist approach and structural integrity, which minimizes noise and vibration. Get a better look. Download a PDF. |
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| Website design. Olive products are sold exclusively through its website. For this reason, it was crucial that the site design was very easy to navigate and use. Additionally, the site also needs to presents the products in a compelling and interesting manner. We worked closely with Olive to develop the information architecture and organizational structure, as well as all the content. The site provides ample opportunities to showcase the products as well as the brand's commitment to offering a superior audio experience. Get a better look. Download a PDF. |
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| Advertising. As part of a comprehensive marketing program for the launch of OPUS No.5, we developed an advertising campaign designed to showcase the new product and emphasize its key benefits. We used short, clever headlines and presented the elegant product design with a minimum of fuss. The advertising campaign has been extremely successful, helping Olive meet and exceed its sales goals. Get a better look. Download a PDF. |
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| Literature. Liquid designed a set of literature that can be downloaded from the website as PDFs. The brochures and datasheets provide detailed technical information about the products, while continuing to communicate the more emotional reasons why Olive is the right choice for music lovers. Get a better look. Download a PDF. |
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| Promotional merchandise. Music lovers love Olive, and we wanted to give them new ways for them to express their affection for the brand and their passion for music. To this effect, we designed a series of t-shirts that were used as promotional items. These shirts have been so popular that Olive is starting to sell them on the website. Get a better look. Download a PDF. |
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| Packaging. Every detail can enhance the brand experience. Since Olive's products can only be purchased online, customers first experience is receiving their purchase in a shipping box. So, we designed a box that delivers the product very well protected, while seizing the opportunity to make our customers smile. "Hear. Hear. Your music is here!" is printed in large letters on the outside of the box, and on the inside we proudly announced the global nature of the product by saying, "Designed by Europeans. Assembled in the US. Shipped to music lovers around the world." Get a better look. Download a PDF. |
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| Results. The Olive brand has received an impressive amount of media attention, resulting in articles in a wide range of publications, including such diverse magazines as Rolling Stone, Playboy, Business Week, The Robb Report, Forbes, Wired, and Men's Vogue. The products have also been reviewed by MSNBC, CNET, Sterophile and Sound&Vision, and have received awards from Audioholics.com, Sound&Vision, PC Magazine, and Absolute Sound. And more keep coming all the time! Get a better look. Download a PDF. |
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