Did you know that Spain is the world’s largest producer of extra virgin olive oil? Did you also know that Italy is its main customer? Did you know that Italy is the world’s biggest seller because it blends our oil, relabels it, and sells it around the world? Crazy.
And you know what? It’s all a matter of branding. That’s why JALEO was founded, a brand with attitude, created to claim the space and recognition Spanish olive oil deserves.
JALEO seeks to reclaim and reinterpret our cultural legacy, which is why the brand is conceived as a high-impact visual identity that reimagines this symbolism through irony and boldness. Because we just couldn’t reclaim the importance of our culture quietly, our naming is loud in and of itself: JALEO. Fervor, buzz, ruckus… There’s no direct translation, but it’s a feeling we all know in Spain: when everyone is being loud, unapologetically authentic, and having a good time.
In a category dominated by predictable rural and gourmet codes, the challenge was to turn the brand into a statement: to stand out, generate desire, and spark a sense of belonging from a humble brand with attitude.
