This paper deals with the theme of branding of olive oil of the Island of Šipan, which has been known for its olive trees since ancient times. A survey was conducted in the form of interviews with olive oil producers that are currently active on the island to examine their perceptions and awareness of the potential of Šipan's olive oil as a brand. The analysis of the environment and the information obtained through the interview will serve as a basis for making suggestions for the branding of the olive oil. The paper also reviews literature on theoretical definition of brand and branding, the relationship between brand and product, branding in the food industry and it also discusses the concept of country of origin.. The following part is decribing world and Croatian examples of successful olive oil brands. Furthermore, the general information about the island of Šipan as his identity, as well as the olive cultivation of the island through the years and its importance are described. The results of the research showed that the producers are aware of the branding and that the olive oil of the island of Šipan has all the foundations to build its brand. It has been identified that there is a whole mix of other circumstances that prevent producers from embarking on the development of their brand. There have also been identified specail features and characteristics that can certainly differentiate Šipan's olive oil form its competition. Based on the provided information, suggestions were made for future branding.