Redesign lifts the image and projects quality

Amsterdam and London based international branding and packaging design consultancy, Cartils, has completed label redesigns for two prestigious wine brands – one in Tuscany, one in Bordeaux.

Podere Castorani
Castorani is an Italian winery estate since 1793, co-owned by Formula 1 driver Jarno Trulli. One of its premium wines is Podere Castorani, produced from Montepulciano D’Abruzzo grapes, that recently won the Diploma di Gran Menzione 2010 award.
 
As the brand was losing market share, Cartils was asked to refresh the label presentation ensuring a more contemporary look while keeping tradition and quality as key values for the Podere Castorani brand. A new label material was selected to guarantee an increased premium look and feel. The historical icon of the farm was made simpler with increased stand out and the Podere Castorani logo  was made bolder and embossed to improve legibility, relevance and shelf impact.

Looking into the corporate brand architecture, there was an inconsistency with the lack of a unifying driver as well as the confusing relationship between the Podere Castorani company and the product name, a great concern for a growing business on an international level. Therefore, Cartils strategically designed a new corporate identity in order to create a more unique, stronger, and long lasting brand with international credibility.

The company name was rebranded from Podere Castorani to simply Castorani to avoid any confusion, while reassuring the same expertise and heritage. The new corporate identity was launched at Vinitaly 2010 and the new Podere Castorani wine has been effectively introduced on the European and Canadian market.

Château Giscours 2008
Château Giscours is a winery in the Margaux appellation of the Bordeaux region of France, in the commune of Labarde.. For the vintage of 2008, Cartils was asked to update the labels of the Château Giscours and La Sirène de Giscours wines. Reinforcement of the label design was required because the current brand presentation didn’t reflect the brands premium positioning.

The challenge of the design project for Giscours was to take the total lay-out to the next level whilst maintaining the extremely high level of quality and refinement. Belonging to the impressive league of Grand Cru Classé, its presentation needed to be super premium in every detail. The brand logo and text elements had to be studied as they had lost their specific character throughout the years. 

The hierarchy in the design label was improved; special attention was given to the authentic symbol of the brand; La Sirène. This image is the main connecting element of the presentations, endorsing the entire range of wines such as La Sirène de Giscours. The other text elements kept their importance but are given a more compact structure within the label. To reinforce the origin and to protect the Château Giscours brand from counterfeiting a personalized hologram was developed. This seal enriches the backlabel and reflects the brands high quality.

1 November 2010 - Felicity Murray