Branding

Casella – Family Brands

A unique identity for Casella that needed to combine history and heritage but also feel equally at home in the modern playing field of the beverage industry.

The brief was to create a mark that would bing to life and draw attention to Casella’s history and heritage but also create a platform for growth to attract new drinkers, explore new trends, innovations and opportunities moving forward.

The new identity has been designed to reflect the evolved corporate positioning and is inclusive of a refreshed corporate logo and typeface, a more vibrant corporate colour palette and incorporates a selection of original Casella family photographs.
Touch points include a re-designed website, product packaging, company email addresses and stationery, on site signage and all internal communications initiatives including a refreshed internet portal.

The new visual identity takes its cues from the original founders, John Casella’s parents, Filippo and Maria Casella, the true architects of the pioneering attitude that Casella maintains to this day.

The intent of the new logo is to reflect the passion and talent for winemaking that has been in the Casella family for generations. It displays the familiar Casella name underneath a monogram which was created using Filippo and Maria’s initials; the letter C is reflective of a family embrace, creating a holding device that serves to illustrate the group of brands to be created under the Casella umbrella. ‘Since 1820′ references the year that great, great, great, great-grandfather Casella planted his first vine in Sicily. At that time, he could not have imagined what he had started, nor the great success his family would achieve.

The corporate brand colour palette is blue, red, green and yellow, with blue as the hero colour. The vibrancy of the colours serves as a reference to Casella’s flagship brand [yellow tail]. The bold colour palette is fun, energetic and like the [yellow tail] brand philosophy, looks to challenge the status quo.

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We wanted to create something iconic, a monogram that not only reflected the vast history and heritage of the Casella family but also something relevant to the modern consumer. The device itself needed to immediately convey trust and credibility. Modernity and attitude has been pushed through the use of the vibrant colour palette.Casella_2 Casella_3  Casella_5 Casella_6

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