Underlab Media Productions was hired to bring this vision to life — crafting a compelling Miami-inspired brand identity, building a custom eCommerce platform, and creating striking media assets that not only tell a story but sell a lifestyle.
From the digital storefront to branded photo and video content, our mission was to introduce Caliendo Foods to the world as a luxury food brand with street cred, family charm, and cinematic flair.
Establishing the Brand: Tradition Meets Miami Cool
Caliendo Foods is built on a century-old Italian family tradition of olive cultivation and culinary entrepreneurship. The story begins in Southern Italy and winds through New York, Chicago, and now lands in South Florida. Our challenge was to develop a visual and experiential brand that honored this deep-rooted heritage while modernizing it for today’s digital marketplace.
We worked closely with Anthony Caliendo to define a brand personality that blends:
Old-world Italian craftsmanship
Modern South Florida flair
Family values and legacy storytelling
A luxury lifestyle appeal for retail and wholesale customers
The final identity leaned into warm, inviting tones with accents of gold, black, and deep olive green. The branding used custom typography and bold, cinematic language to invoke the spirit of Italian food culture—equal parts tradition and bravado.
WordPress & WooCommerce Development
To support both retail and wholesale sales, we built a custom eCommerce site using WordPress and WooCommerce. The site was designed for high performance, visual impact, and ease of use—for customers and administrators alike.
Key Features Included:
Dynamic product catalog for olive oils, vinegars, bundles, and limited-edition releases
Wholesale buyer registration and tiered pricing models
Subscription and newsletter sign-up system to grow the mailing list
Mobile-first responsive design for a seamless experience on all devices
Secure checkout system with flexible shipping options
Backend management tools for order tracking, inventory, and customer engagement
By combining WooCommerce flexibility with WordPress’s design power, we created a storefront that feels as elegant as the product it sells.
Product & Lifestyle Photography
To truly bring the Caliendo Foods brand to life, we conducted a professional product and lifestyle photography shoot. These visuals were critical in differentiating the brand from competitors in the premium olive oil space.
Our photography included:
Clean studio product shots of the entire olive oil and balsamic lineup
Lifestyle scenes with the Caliendo family cooking, tasting, and sharing
Founder and family portraits, showcasing Anthony Caliendo and his sons — Anthony Jr., Giovanni, and Luciano — as both brand ambassadors and real-life culinary torchbearers
High-end detail shots for labels, packaging, and infused flavors
These visuals were used across the website, Instagram, email campaigns, and printed marketing materials to build trust and emotional connection with customers.
A Brand Meets the Big Screen: The Mob King Collaboration
One of the most unique aspects of the Caliendo Foods story is its intersection with Hollywood. In a creative twist, the brand partnered with The Mob King, a feature film starring and produced by real-life figures from the mob movie genre.
As part of this collaboration, a custom olive oil bottle was designed and gifted to a cast member, bridging the gap between fine food and cinematic legacy. The branding, labeling, and media around this product played off classic gangster iconography, and reinforced the brand’s message: “We’re gonna make you an offer you can’t refuse.”
We created:
Custom graphics and labels for the limited-edition Mob King bottle
Video promos tying together the Mob King brand with Caliendo’s high-end offerings
Social media teaser content that hinted at deeper brand storytelling and future collaborations
This partnership not only added prestige but positioned Caliendo Foods as a culturally savvy lifestyle brand, tapping into pop culture while staying rooted in authentic product quality.
Results & Impact
Since launch, the Caliendo Foods brand has enjoyed:
Increased brand visibility and media buzz (aided by the Mob King connection)
Robust customer engagement on social platforms
Positive feedback from wholesale buyers and food lovers alike
Strong traction in both local and national eCommerce markets
A growing email list and newsletter subscriber base
A fully functional, scalable online store that continues to evolve with the brand
What began as a family legacy project has grown into a polished, media-ready brand poised to scale across retail, culinary, and lifestyle channels.
Final Thoughts
Caliendo Foods isn’t just selling olive oil—it’s selling tradition, culture, and an experience. Our work with the brand shows how a strong creative strategy, when paired with great storytelling and professional media, can bring a family’s passion to life in the digital age.
From branding and photography to eCommerce and cinematic tie-ins, we helped Caliendo Foods build a cohesive, scalable brand that stands out in a saturated market—and celebrates the Caliendo legacy with every drop.
Ready to turn your family recipe, legacy product, or dream idea into a premium digital brand? Let’s build it.
