In 2007, Speiron Co. launched Lambda, an upscale extra-virgin olive oil from Greece, sold by direct mail. “The package targets carefully selected individuals around the world who represent the upscale audience that we're interested in,” remarks Speiron's creative director Corinna Michaelidou.

For $104/liter, consumers get a hand-picked and cold-press extracted olive oil from Koroneiki olives with very low acidity, intense fruity notes and a well rounded aftertaste. Explaining Lambda's packaging cachet of conveying that the olive oil as a gift, Michaelidou says: “Our package design is as exquisite as the product itself. There are many products that were revised to meet the expectations of a new and upcoming target group that not only wants good-quality products, but also has an eye for premium packaging design.”

Lambda's sleek, modern glass flask is supplied by Vetro Elite (www.vetroelite.com). Each bottle holds 500 mL (16.9 oz) and according to Michaelidou, the flask's shape and use of glass help preserve the tastes and aroma of the oil while allowing consumers to view the oil.

Emphasizing the oil's rich green color, the minimal yet modern design with a black and white scheme lets the color of the olive oil dominate, Michaelidou explains. A white collar cap adds a straightforward, memorable visual.Kouvelas SA (www.kouvelas.gr) screen-prints the front label using black-and-white inks.A clear sticker from Forlabels (www.forlabels.gr) is used to list mandatory ingredients and nutritional information on the back of the flask.