A clear glass vase with water holding green leafy branches with small green berries, set against a textured light-colored wall.

Catania Oils

The Challenge

Bringing authentic family heritage to life in a commoditized industry

Catania Oils, a 123-year-old family business and leading supplier of premium oils, needed to differentiate themselves in a crowded marketplace where competitors focused on generic quality claims. Despite having an incredible family legacy and authentic values, their brand positioning felt disconnected from their true story.

The challenge: transform their corporate messaging into authentic brand positioning that honored their heritage while resonating with modern B2B buyers, makers, and end consumers.

The Creative Solution

"Authenticity in Every Drop" - Strategic positioning rooted in family legacy

Instead of competing on typical industry claims, we leaned into their existing tagline “authenticity in every drop” and uncovered the powerful truth at Catania's core: their 123-year commitment to authentic relationships and superior quality, passed down through four generations.

Strategic Brand Framework:

  • Brand Promise: "Authenticity in Every Drop"

  • Core Niche: Commitment & Trust built on solid family foundation

  • Family Values: Humanity, Pride, Integrity, Support

  • Personality Dimensions: Competence + Sincerity (rare in B2B)

Audience-Centric Approach:

  • The Buyers: Partnership-focused professionals who value expertise and trust

  • The Makers: Chefs and R&D leaders who prioritize quality and collaboration

  • The Eaters: End consumers who appreciate transparency and authenticity

Visual Identity Enhancement:

  • Custom photography replacing generic stock imagery

  • Brand guidelines establishing consistent visual recognition

  • Color palette and typography reflecting heritage and quality

A top-down view of a bowl of seasoned olive oil surrounded by fresh herbs, garlic, lemons, artichokes, green olives, and sliced bread on a gray surface, with some crumbs and herbs scattered around.

Results that smack

Strategic foundation for authentic brand growth

The positioning work provided Catania Oils with a comprehensive strategic foundation that transformed how they communicate across all touchpoints:

  • Complete Brand Architecture - From brand promise to personality dimensions

  • Audience-Specific Messaging - Tailored communication strategies for each customer segment

  • Implementation Roadmap - Detailed guidelines for website, social media, sales materials, and trade shows

  • Visual Brand Enhancement - Photography and design standards that reflect authenticity

  • Competitive Differentiation - Unique positioning in a commoditized industry

The family-centered approach enabled Catania to stand out from competitors who focus solely on product specifications, creating deeper emotional connections with all stakeholder groups.

This project showcased our ability to:

  • Uncover authentic brand truth buried beneath corporate messaging

  • Develop comprehensive brand strategy with detailed implementation guidance

  • Balance heritage with modernity for multi-generational appeal

  • Create B2B positioning that resonates across the entire value chain

Catania Oils proved that when you honor authentic family values and translate them into strategic positioning, you create a brand foundation that can drive business growth for generations to come.