Packaging a product is very important part of a production process, it marks the final stage of product production; facilitates the transport, storage and sale. Except as stated, the most important feature is the visual or graphic detail of the packaging that reaches the customer. The product itself, in addition to the customer's need, must have its own story, tradition, quality, its own unique marketing trick that will delight existing and attract new customers. The packaging of olive oil represents the protection of the product itself until its consumption. Olive oil is extremely sensitive to light, which is why it is packaged in dark bottles and cardboard boxes that do not receive light. The type of packaging can have a large, negative impact on the environment, so in order to protect the environment, the packaging of olive oil "Ol Istria" seeks to use recyclable materials, such as glass, cardboard and plastic. On the product label, the customer is presented and informed about the composition of the product, nutritional values, manufacturer, origin, etc. The wrap, wrapping material and the packaging of product represent the identity of the product and a marketing ploy with its instruments that will attract the target group of consumers as well as the final sale of the product. Agrolaguna d.d. has invested great effort and financial resources in development and innovation to make the product unique, recognizable and interesting to customers - especially to attract the trust of new customers of all ages, for example middle-aged business people, and maintain the trust of existing customers. The goal of product marketing and its constant development is to increase a stable and secure market, achieve a positive financial result, maintain liquidity, generate profits and investment growth rates and technology development with which the company and consumers would be satisfied.