A Love Letter to Pompeian Olive Oil and Its Retro-Delightful Design

Overview of Aesthetic Trends in Olive Oil Packaging

• Olive oil has become central in the aesthetic pantry goods movement.
• Notable brands:
  • Brightland: Known for amphoric, expensive-feeling bottles.
  • Graza: Playful squeeze bottle design, similar to Baggu.
  • Fat Gold: Minimal but graphic tins.
  • Rubirosa: Eye-catching bottles aligned with the check print trend.

Critique of Overemphasis on Design

• Author expresses fatigue with the focus on graphic design.
• Notes a trend among consumers towards less "hopecore" and millennial packaging.
  • Example: Heraclea's fair trade status as a marketing angle.
• Nostalgia for simpler, "unbothered" packaging.

Pompeian Olive Oil

• Acknowledged as a solid, affordable option.
• Robust EVOO described as ripe and slightly nutty, good for cooking and dipping.
• Price comparison:
  • 25.3-ounce Graza: ~$16
  • 16-ounce Pompeian: ~$9
• Sustainability and cold-press technology praised.
• Not necessarily aesthetic but solid quality; challenges Instagram-optimized trends.

Nostalgic and Unpretentious Design

• Pompeian's packaging evokes comfort and nostalgia (e.g., "Under the Tuscan Sun" era).
• Specific labels and designs that appeal:
  • Rosé balsamic vinegar: Romantic, pale pink label.
  • Grapeseed oil: Simple, color-associated marketing.
  • Made Easy line's font: Unbothered, reminiscent of Microsoft Clippy, preferred over new brands.

Shift Towards Lo-fi Aesthetic

• Increasing appeal of "under-designed" products.
  • Example: David protein bars, plain gold wrapping.
  • Yousef Gourmet Foods: Simple, inkjet-looking labels.
• Reference to Jonah Weiner's "Millennial Rebrand Syndrome" article.

Discussion on Authenticity in Branding

• Critique of branding as self-important and cloying.
• Desire for authenticity without the need for lavish presentation.
• Personal preferences for unstudied aesthetics over trendy designs.
  • Example: Preference for Kens Ranch and Carr's water crackers over trendy alternatives.

Conclusion

• Embrace of practical, quality products without the pressure of aesthetic branding.
• Acknowledges the value of good product choices over aesthetic marketing.