When Goya Olive Oil was chosen by Cosumers Reports magazine as a best buy for taste and value, it seemed only natural to refresh the label by improving it’s quality impression and message. The copy was refined and “First Cold Press” was added to the label to help communicate the fine quality of this product. The visual attributes of the label were also finessed to include more refined illustrations, more sophisticated graphics, heart healthy communication, and a parchment background. All of these details help to reinforce the brand’s message of heritage, excellence and authenticity, as well as maintain its reputation for great taste and value. The introduction of these new designs have been a great success in the marketplace.