Gallo reinvents itself without abandoning its roots in a new visual identity

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With a minimalist design, the new logo highlights the connection with Portuguese origins.

A Gallo, a Portuguese brand that has been part of the meals of millions of Brazilians for over a hundred years, has a new look. The company presents its new visual identity, with a renewed logo and a new look for the packaging of its entire portfolio.

The change was designed with the aim of modernizing the brand and reinforcing the attributes of sophistication and sensoriality, but without forgetting the roots and tradition so strongly built throughout the brand's history.

We are very happy to bring to life this new cycle that is so important for Gallo, in Brazil and around the world. We have a strong and consolidated brand, but it needs to go hand in hand with its consumers. Through a modern and striking visual language, we want to show the power of the flavor of our products, not only in elevating the flavor of recipes, but also in bringing people together, wherever they are. We have been doing this for over 100 years, and our objective is to perpetuate this noble purpose, says Pedro Gonalves, Global Marketing Director at Gallo.

Centuries-old history

The new logo was inspired by a very symbolic legend for the brand: in 1919, its founder, merchant Victor Guedes, woke up one morning and, opening the window of his room, to see the dawn in the olive groves, heard a rooster crow.

It was from this simple image, of the beginning of a new day, with the power of the rooster crowing in the middle of the olive groves, that Victor wanted to share the unique flavor and aroma of his olive oil with the world. Since the moment it was registered, more than a hundred years ago in Portugal, the rooster and the sun have been part of the brand's identity, explains Pedro. [Contudo] Over the years, the sun lost its prominence in our logo and the idea was to rescue this element, so rich in meaning, but in a contemporary way.

Evolution of Gallo logos over time (Photo: Divulgao/Gallo)

To accompany the new logo, the packaging gains labels with a lighter, more minimalist design. Highlighting the flavor of the product, the technical description, the new logo and the origin of the brand, with the word Portugal most prominently, the year of registration and the founder's signature.

Renewed visual

To exemplify the changes, check out the new labels for the brand’s olive oil portfolio:

Line for all uses

Gallo olive oils are part of the daily lives of Brazilian families, whether when cooking or finishing.

Mild Gallo Olive Oil

Gallo Suave Olive Oil is recommended for beginner palates, who are starting to use olive oil for cooking and/or finishing. A unique type of olive oil, which has a slightly sweet flavor, with a subtle presence of bitter and spicy notes.

Gallo Classic Olive Oil

Gallo Extra Virgin Classic Olive Oil is recommended for consumers who already use olive oil for finishing and, eventually, cooking and who appreciate the flavor it adds to recipes. An olive oil with a balanced flavor, where the combination of bitter, spicy and fruity notes are arranged in harmony.

Gallo olive oils have more striking and complex flavors and aromas. For consumers who seek new gastronomic experiences and value olive oil as the protagonist of recipes.

Gallo Extra Virgin Ancestral Olive Oil

Gallo Extra Virgin Ancestral Olive Oil, produced with olives from traditional olive groves, an ancient method of growing olive trees. It has a balanced flavor and notes of ripe fruits, being a true tribute to ancestral rituals and family production of olive oil.

Gallo Extra Virgin Olive Oil Reserve

Gallo Extra Virgin Olive Oil Reserve, an olive oil with a strong personality due to the combination of rich and persistent aromas and flavors, with extreme notes of ripe fruits, dried fruits and spices. An award-winning olive oil that appears on the select list of the TOP 20 most awarded olive oils in the world, according to the 2023 edition of the prestigious EVOOWR ranking.

Gallo olive oils with the new labels are already reaching the brand's main sales channels. Throughout 2024, the brand will continue to renew its portfolio, bringing a new visual language to its preserved olives and vinegars.

The renewed logo and packaging design were developed by Gallo in partnership with London-based Studio Minerva, specialized in branding and packaging design for major global brands such as Coca ColaMot & Chandon e Schweppes.