Lindsay's Olives
Explaining why “ugly” is beautiful



Concept a set of print ads to launch Lindsay’s new brand of preservative-free canned olives.


Lindsay’s key differentiator is that, unlike other brands of canned olives, theirs are “ugly.” They don’t use chemicals to remove the natural growth spots inherent to all olives. They also don’t use preservatives or flavorings.

The tasty result is that the olives have a smoother taste without the bitter end. The downside? They're visually “flawed” compared to mainstream brands. Our concepts played with these attributes, accentuating the negative to make it positive.