The North American Olive Oil Association was looking for strategic brand positioning and design services to expand consumer awareness and increase olive oil consumption in the U.S. market. Research shows that Americans prefer Olive Oil and in fact love it over others. This is based on the strong sentiment that the taste, health benefits, and other positive attributes that Olive Oil arouse. This insight made “The One You Love” the tag line choice to communicate Olive Oil’s competitive positioning. JRDG explored a range of design options to visually integrate the concept of love and the olive. The winning design solution presents two olive leaves in a heart shape embracing an olive and so integrating the concepts of love and Olive Oil into one visual message. Olive Oil brand guidelines were created to ensure consistency of the logo application across print and electronic media.