The Story of F. Oliver’s

Headquartered in historic downtown Canandaigua, F. Oliver’s offers an extensive selection of the freshest oils and vinegars from around the world, in physical retail stores and online.

The proprietor, Penelope, contacted me in 2009 with the idea of opening a charming retail store in Canandaigua, NY that featured artisan, hand-crafted extra virgin olive oils, and aged, flavor-infused balsamic vinegars. F. Oliver’s was born. The original store was wildly successful and led to two additional locations – in Rochester and Ithaca.

Project Scope

  • Logo Design & Branding Materials

  • Product & Packaging Design

  • Print Advertising & Photography

  • Marketing Collateral Design & Production

  • eCommerce Setup & Maintenance

  • Search Engine Optimization

  • Website Design & Maintenance

  • Email Marketing Templates

Portfolio | F. Oliver's | Logo Design
Portfolio | F. Oliver's | Business Cards
F. Oliver's Product Design & Packaging
Portfolio | F. Oliver's | Kitchen Essentials
Portfolio | F. Oliver's | Skin Care Gift Box

Together with Penelope, I helped shape the voice and brand of F. Oliver’s from the beginning. That’s what made this project so special. I developed the logo, marketing collateral, the e-commerce website, all of the product and packaging design, as well as various other branding elements (like the posters you see on the store’s walls as one example).

I’m so proud to have worked alongside Penelope to help get her new company off the ground and to see the continued success that she’s enjoying. I love these kinds of projects because I have the opportunity to help shape every aspect of the business and really be a partner with my client. I feel like that when Penelope succeeds, I succeed and that is a very rewarding experience.

F. Olivers Email Marketing Template

Bon Appétit Mention

I’ll never forget the day that Penelope shot me an email saying we got a mention on

It’s not every day you get a “As seen in Bon Appétit” marketing win and of course the first thing I did was to log on to Google Analytics to see how much traffic had spiked.

“In Ithaca, New York, I found my favorite all-purpose spice blend: F. Oliver’s Seneca Seasoning. It is a vampire killer of dried garlic, shallots, scallions, onion, and chives with green peppercorns and salt. Thankfully I only need a pinch or two to season everything from soft-scrambled eggs to roast chicken.” —Alyse Whitney, Bon Appétit

“A strong brand represents clarity, consistency, status, and membership. And that’s what I try to convey through my design work for F. Oliver’s.”

—Michael Johnson

F. Oliver's Bon Appetit Mention

Search Engine Optimization

From the very beginning, we paid special attention to our search engine optimization strategy. We planned to offer products online with a target market of the entire country so we need to make sure our products could be easily found online wherever a user was located. Our results were terrific. Penelope enjoys relationships with customers from California to Maine.

F. Oliver's SEO: Flavor Infused Balsamic Vinegar
SEO Flavor Infused Balsamic Vinegar

“He was a partner in creating my business.”

“Michael Johnson was significantly more than a graphic designer and website builder, he was a partner in creating my business, F. Oliver’s Oils and Vinegars. Michael listened closely to my vision for the business and created a logo, website, packaging, and other branding elements that perfectly conveyed our desired personality and brand standards. He went well beyond the norm by generating a storefront design and was there at every turn when I needed a creative eye to review any and all design considerations. In short, he treated my business as if it was his own.

…every day we get compliments on the look and feel of our product and of our store. Michael had everything to do with that. Michael is a pleasure to work with; up-beat, funny, charming, dependable, and responsive with high quality work.

There is an adage that one cannot get high quality, fast turn-around, and decent pricing at the same time. Michael proves that wrong. He is rightfully in high demand; I feel pleased and privileged to be a client and will continue for the life of the business to depend on Michael as a business partner.”

F. Oliver's LogoPenelope Pankow, ProprietorF. Oliver’s Oils & Vinegars

Portfolio | F. Oliver's | Flavor Infused Olive Oils
Portfolio | F. Oliver's | Flavor Infused Balsamic Vinegars