Korontini olive oil, sourced from a specific region in Crete, has gained recognition for its exceptional flavor, thanks to the challenging growing conditions that enhance the olives' taste. The brand's name combines "koroneiki," a well-known olive variety, with "tiny," reflecting the small size of the olives. Recently, the brand underwent a rebranding effort to modernize its image while honoring its heritage. Spanos, the brand's creator, collaborated with London-based All Purpose Studio and designer James Rogers to create a design that resonates with both tradition and contemporary aesthetics. The design process allowed for creative freedom, with the goal of ensuring the packaging would appeal to a wide range of retail environments, from traditional Mediterranean delis to upscale boutique grocers. Rogers drew inspiration from various sources, including olive oil packaging from the 20th century and even sardine cans. He focused on simplifying the logotype to reflect the purity of the cold-press extraction method used for the oil. The final logo incorporates elements from the Greek alphabet, emphasizing the connection to the product's roots. All Purpose Studio contributed to the packaging design, utilizing traditional tin cans, which provided a unique canvas. The choice of silver for the tin and terracotta for additional color was intentional, echoing the olive groves’ soil and ancient storage vessels. Minor adjustments to the logo enhanced its visual balance. The chosen typeface, Alte Haas Grotesk, complements the overall design, mirroring the oil's texture. Early feedback post-launch has been positive, with customers appreciating the tin format and the brand's emphasis on quality over plastic packaging.