The Surprising Way Packaging Shapes Perception and Profit
How rebellion can become your branding superpower
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Introduction
Most entrepreneurs believe success comes from inventing something new.
But Andrew Benin, co-founder and CEO of Graza, proved otherwise. His company is projected to bring in over $48 million this year, not by reinventing olive oil, but by reimagining how it’s presented and positioned.
Let’s break down what made Graza’s strategy so powerful—and what you can learn from it.
The first smart move: Olive oil in a squeeze bottle
Forget the fancy glass bottles and artisanal labels. Graza’s olive oil comes in a squeeze bottle. Yes, the same type you use for ketchup.
- It wasn’t elegant.
- It wasn’t traditional.
- But it was practical and fun.
This one move changed everything. It instantly said:
“This is for your kitchen, not your altar.”
Graza wasn’t trying to look premium. It was built for people who actually cook, and by not looking like everyone else, the brand earned attention.
The second move: Smart segmentation
Most olive oils claim to “do everything.” But Graza challenged that assumption.
They split their product into two distinct SKUs:
- Sizzle → For cooking
- Drizzle → For finishing dishes
The naming was brilliant, simple, and memorable.
More importantly, it solved a common but unspoken kitchen problem: not all olive oil is meant for the same purpose.
Instead of being another “olive oil brand,” Graza positioned itself as the clear, structured solution. They didn’t just sell oil; they made people feel smarter in the kitchen.
The results speak for themselves
- Year 1: $5 million in revenue
- Today: A valuation of over $50 million
But here’s the kicker. Graza’s rise wasn’t just about the product. It became a status symbol.
- Influencers flaunted it.
- Designers loved the aesthetic.
- Even people who never cooked wanted the bottle.
Not because of what was inside, but because of what the brand represented:
- Rebellious branding
- Simplicity with clarity
- Fun without being fake
Branding lessons you can apply
Andrew Benin didn’t invent olive oil. He took a boring, crowded market and added:
- Structure → Two SKUs, clear purpose
- Segmentation → Cooking vs finishing
- Voice → Fun, rebellious, approachable
- Clarity → A product people instantly “get”
The takeaway?
Branding is not a logo. It’s a decision.
Clarity scales. Positioning multiplies. Rebellion (when it’s real) prints money.
Food for thought
If you’re building a product, stop obsessing over looking “premium.” Instead, focus on being:
- Clear in your message
- Precise in your positioning
- Different in a way that makes sense
Because at the end of the day, clarity converts.
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Prompt used to create the image for the note
P.S.: Image made on Meta AI using the prompt, “Create a photo-realistic image with cinematic lighting wherein a smart looking entrepreneur is holding a dark blue coloured plain ketchup bottle ”