The Challenge:

Bringing authentic family heritage to life in a commoditized industry, and updated brand photography for social media, sales materials, and social media.

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 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" - Build deeper meaning to an already strong brand promise
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 - we worked with one of our fav photographers for this shoot, Jenn Bakos
Brand guidelines establishing consistent visual recognition
Color palette and typography reflecting heritage and quality

The 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.

Where strategic thinking meets family legacy

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.

Catania Oils Brand Positioning