Azalea
100% Pure Grapeseed Oil
The specialty oil segment is expanding within the cooking oil category, with grapeseed oil gaining traction as a healthy, versatile option for consumers. As the only grapeseed oil brand available in Woolworths, Azalea had significant potential to grow its market share, but its outdated packaging and brand identity were holding it back.
The Challenge
Despite its strong positioning in a niche market, Azalea's existing packaging had remained unchanged for years, leading to a lack of shelf presence and a disconnect with modern consumers. To unlock its potential as a category leader, Azalea needed a fresh, contemporary look that could appeal to both existing grapeseed oil users and consumers looking to switch from other cooking oils.
Engineroom was tasked with revitalising the brand’s packaging and overall identity to reflect the premium quality of Azalea's product while creating a unified design system that would allow for future range extensions into other specialty oils.
Our Approach
We began by refreshing the Azalea logo, giving it a modern yet sophisticated look that communicated both quality and authenticity. The new logo was paired with a refined color palette and elegant typography, creating a distinctive and premium brand identity.
For the packaging, we focused on clean, minimalist design elements that emphasised the purity and health benefits of grapeseed oil. The use of vibrant colours helped the product stand out on the shelf, while subtle detailing reflected the artisanal nature of the oil. By blending contemporary aesthetics with Azalea's established roots, we positioned the brand to connect with both health-conscious consumers and gourmet cooking enthusiasts.
The Results
The new packaging and logo design have significantly improved Azalea’s shelf presence, reinforcing its premium positioning in the cooking oil category. The refreshed look not only appeals to existing customers but also attracts new consumers, enhancing Azalea’s ability to compete with other oils in the specialty segment. The cohesive identity system also sets the stage for Azalea’s planned expansion into other gourmet oils, making it a strong contender for category leadership.
