Castorani is an Italian winery estate since 1793, co-owned by Formula 1 driver Jarno Trulli. One of their premium wines is ‘Podere Castorani’, produced only from the finest Montepulciano D’Abruzzo grapes, and recently won the prestigious “Diploma di Gran Menzione 2010” award.
As the brand was losing market share, Cartils has been asked to refresh the label presentation ensuring a more contemporary look while keeping tradition and quality as key values for their “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 logo “Podere Castorani” 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 design 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 “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 in July 2010.
Source: http://news.claessenscartils.com/
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