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.
7 May 2014 - Felicity Murray The Drinks Report, editor