Let's dig into the product story behind the olive oil brand that took over the entire industry.

Now, I wouldn’t consider myself an olive oil connoisseur, but I’ve felt pretty elite ever since I read a waiting room article in 2015 that told me the best quality store-bought olive oil doesn’t, in fact, come from Mediteranean – it comes from California in a dark glass bottle.

Apparently, most of the imported Italian olive oil we see on shelves is bottom-of-the-barrel stuff. Blends, diluted oils, even rancid batches that have been sitting for ages. So let’s just say I’ve been a California Olive Ranch girl.

So tell me whyyyy I felt the need to try Graza? An olive oil from…Spain…in a plastic bottle?!

Was it influencer marketing? Was it their storytelling? Was it the bright green bottle that practically stares me down in the olive oil aisle, daring me to squeeze it?

Honestly, it was all of the above, but let’s talk about storytelling.

The kind that doesn’t just say, “Here’s what we sell.” It shows, “Here’s how it fits into your life.”

Your story lives in the details – your design, your copy, your every touchpoint. And it all makes people feel something. When you make them feel something? The product goes beyond I need this and turns into I can’t live without this.

Back to Graza.

The branding is fun, the bottle is practical (idk why i feel like a chef when i squeeze it into the pan), and it’s meant to live on your kitchen counter, not collect dust on a shelf. And their product page tells that story flawlessly. Not just in the product description - but across every click, every scroll, every section, every word.

Every moment keeps the story alive.

Show, Don’t Tell: How Graza's Branding Makes You Feel Something

One of my favorite extensions of product pages are their recipes. Graza shows you how it makes dinner better, your ice cream better, etc.

A picture of golden oil drizzling onto warm, crusty bread is a total vibe and it makes you imagine yourself doing the same thing. Your brain starts simulating the experience, and suddenly you’re already planning what’s for dinner.

Storytelling in Other Industries: What Top Brands Do Right

And here is how other industries apply this -

• Patagonia brings their jackets to life with images of climbers scaling mountains and hikers braving the rain, making adventure feel closer than ever.
• Away breaks down exactly how many outfits (or snacks) you can pack for a weekend getaway, turning a suitcase into a packing expert.
• The Ordinary simplifies skincare with routines that show you exactly what to use and when, so there’s no guesswork.
• Mejuri captures jewelry in real-life moments, from quick coffee runs to big nights out, helping you see how it fits into your day.
• Four Sigmatic offers recipes for frothy mushroom lattes and energizing smoothies, making it easy to picture your next morning ritual.

Each of these brands makes it easy for customers to picture the product in their lives – and the product page is where it all comes together.

How to Use Storytelling in Your Brand

1. Add sections to your website that show your product in action.

Recipes, tutorials, or real-life imagery that makes customers see themselves there.

2. Focus on the after-purchase moment.

What happens when your customer brings your product home? Create content that builds that vision.

3. Make your product relatable.

Don’t just tell customers how great your product is – show them how it makes their life easier, better, or more joyful. (and it doesn't have to be sexy)

Ready to break down storytelling like Graza?

Check out Graza’s Best BUD page where I dive into how their product page does it all and learn more about how to put these strategies into action.