"Random." is an extra virgin olive oil brand that celebrates the authenticity of nature. Our oil comes from unique plots, where each olive variety expresses itself freely without chemical intervention. Each EVOO variety includes exclusively oil extracted in early harvest, without raising its temperature and through mechanical procedures from a single plot, without blends, without additives, without intervention, hand-picked. The brand captures the wild, artisanal and spontaneous essence of the land, standing out for its premium quality and commitment to sustainability.

History

"Random." was born from the passion of Alejandro Rodríguez, a young engineer who decided to reconnect with his roots in Granada to rescue olive farms that had been abandoned for years. Instead of imposing modern and aggressive techniques, Alejandro opted for a wild and respectful approach, allowing each plot to express itself. Each bottle of "random." captures the unique essence of its origin, with olives picked at their optimal moment, without mixtures or chemical interventions, reflecting the purity of nature in its freest state.

The brand is a tribute to the randomness and imperfect beauty of the countryside. It represents the youth and vitality of a project that celebrates the artisanal and the authentic, where each variety of oil is a reflection of the land from which it comes. Each bottle not only offers a premium quality EVOO, but also a story of respect for the land, sustainability, and a deep love for nature.

 

Objectives

• Highlight the uniqueness and authenticity of each plot:
Show the unique essence of each plot in each bottle of oil, ensuring that consumers can experience the authentic and varied expression of nature. This includes differentiating each variety through a packaging design that reflects the unique identity of each plot and its artisanal production process.

• Position itself as an exclusive and artisanal EVOO brand:
Be recognized as a high-quality extra virgin olive oil, produced artisanally and without chemical intervention, highlighting the purity and authenticity of the product. This involves communicating the traditional process and the history of the farms through all marketing platforms and points of sale.

• Connect with a young and conscious audience:
Attract young and conscious consumers, who value both the quality of the product and its sustainable origin. The brand must resonate with this audience through dynamic and fresh communication, leveraging social media, engaging digital content and collaborations with like-minded influencers.

• Promote sustainability and traditional farming:
Educate and raise awareness among consumers about the importance of sustainability and the traditional farming practices that are used in the production of “Random.” The brand should position itself as an example of how high-quality oil can be produced while respecting the natural environment.

• Encourage innovation in packaging design:
Develop innovative and artistic packaging that not only protects the oil with a recycled aluminum container that helps to perfectly preserve the EVOO, but also tells a visual story of the randomness and wild nature of the product. It is a reflection of the unique and artisanal character of the brand, with elements such as Jackson Pollock-style paint strokes to capture the dynamic essence of “Random.”

• Build a community around the brand:
Create a community of loyal consumers and followers who share the brand’s values ​​and are committed to its mission. This community should be nurtured through events, oil tastings, and constant communication that invites participation and the sharing of experiences.

 

 

Mission

To produce Extra Virgin Olive Oil of the highest quality, respecting nature and traditional agricultural practices. Each bottle encapsulates the wild authenticity and uniqueness of each plot, promoting a deep commitment to sustainability and the preservation of the natural environment.

 

Values

• Authenticity: Value of the purity and uniqueness of each plot, producing oil without chemical intervention. Each bottle reflects the true essence of the land, respecting its natural and wild expression.
• Sustainability: Commitment to preserving the environment, traditional agricultural practices that protect the ecosystem, guaranteeing a production process that respects nature and the legacy of the land.
• Craftsmanship: Each bottle is the result of meticulous and artisanal care. From pruning to milling, each step reflects the dedication and care to offer an exceptional product.