Alma de Huasco launches desert-themed branding for olive oils

A farming family in Huasco Bajo, Chile, has introduced new branding for their extra virgin olive oils, utilizing the ‘Desierto Florido’ (flowering desert) phenomenon as a central part of their brand identity. The initiative, carried out by the producer Alma de Huasco, was co-financed by the Institute for Agricultural Development (INDAP).

The family, consisting of Luisa Villalobos, Gabriel Castillo, and Carmen Castillo, developed three distinct labels designed by illustrator Max Feito. Each label connects a specific olive variety to a representative desert flower:

• Arbequina: Associated with the lily, representing soft and fruity notes. • Sevillana: Linked to the ‘Garra de León’ (Lion's Claw), reflecting the intensity and resistance of the territory. • Manzanilla: Connected to the ‘Añañuca’ flower, symbolizing beauty emerging from aridity.

The project aims to strengthen local pride and tourism by creating a memorable brand narrative that reinforces the region's unique denominations of origin.