Casella Wines unveils new corporate ID

Casella Wines, the producer of Yellow Tail wine, will now be branded as Casella Family Brands.

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.

The updated brand identity represents the significant shift in John Casella’s vision for the business. He explains: “In order to grow the business year on year, we need to stay relevant to our consumers around the world. As a company we must continue to be inspired to create new and exciting products and drinking occasions, not just for our existing fans but to attract new drinkers. ‘Casella Family Brands’ allows us to explore a wide range of trends, innovations and opportunities in order to create brands and products that deliver against this vision.”

The new creative will be rolled out across the business with immediate effect. Touch points include a re-designed website (www.casellafamilybrands.com), product packaging, company email addresses and stationery, on site signage and all internal communications initiatives including a refreshed internet portal.

Developed by Sydney based design agency, The Creative Method, the new visual identity takes its cues from the original founders, John’s parents, Filippo and Maria Casella. 

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.

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.

John concludes: “The look and feel represents where old meets new, through creative that takes reference from the past yet with a contemporary look and feel andmakes it timeless. I am honoured that a selection of the original, and very special, family photos will be used to bring the history of Casella and generations of winemaking to life. As we enter the next chapter of our history, the re-positioning of Casella Wines to Casella Family Brands is a nod to the future, and reaffirms the role the company intends to play beyond the production of Yellow Tail wine.”

7 May 2014 - Felicity Murray The Drinks Report, editor