Olive cultivation in South East Europe has increased exponentially over the last 15 years, due to a growing demand for extra virgin olive oil. The mild climate of the Herzegovina region with its dry and sunny summers makes the region ideal for olive cultivation. A strong brand identity distinguishes a producer among the growing competition and offers an advantage once the customer is ready to make a purchase. Design agency Shift recently created a brand identity and packaging design for a domestic olive oil producer Leženić, located in Neum, Bosnia and Herzegovina. Fittingly, the brand-name for this family-run oil mill is the owner’s family name. The packaging design utilizes a minimal layout thus “hiding” the olive motif in the last letter of the brand name. The idea was to design a brand that was both simple and minimalist. The logo is elegantly derived in white typeface with an intervention on the last letter. This was an effective way to contrast the visual elements with the dark green color of the bottle and to convey a modern look that embraces its traditional character. Alluding to nature, the packaging design depicts an olive tree sprig, while the letter “Ć” helps connect the overall look of the logo with the brand’s name.