Branding
Wednesday May 12, 2021 By David Quintanilla
Denomination Rebrand Signals Sweet Success For Italian Wine Producer | Dieline


Denomination, the company identified for creating memorable and extremely particular person drink manufacturers, created the outstanding redesign for the candy Italian wine Castello del Poggio. The objective of the rebrand was to create packaging that might permit the model to reassert itself as a market chief and innovator. To perform this, Denomination created a contemporary colour palette consisting of vibrant and vivid colours and added illustrations of flowers representing the flavour profile of every wine. The redesign is entertaining, playful, and most positively celebrates the heritage and tradition of those candy wines.


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Castello del Poggio has a contemporary rebrand by drinks design specialist Denomination to raise its place within the US market, and compete with challenger manufacturers from inside the candy wine and Italian sectors. Zonin1821 – the most important non-public vine-growing and winemaking firm in Italy and proprietor of Castello del Poggio – approached Denomination as a result of it needed to handle the brand new challenges it faces within the North American area and reassert itself as a market chief.

To realize this, Denomination has made a advantage of Castello del Poggio’s real Italian heritage – one thing that the US market has at all times responded to very properly – and pushed dwelling the distinctive high quality of the wines with applicable design cues.Life is good “Castello del Poggio is one in every of only a few manufacturers on this sector with genuine Italian roots. It additionally has an upbeat ‘La Dolce Vita’ model philosophy,” says Rowena Curlewis, CEO, Denomination. “However all this had grow to be muted over earlier design iterations, and there was inadequate stand-out on shelf. Our objective was to rejoice that legacy and joyful ethos with a full of life and assured model and packaging identification.” In addition to working arduous to draw customers again to the model by way of elevated high quality cues and a celebration of heritage and tradition, the technique and packaging identification additionally wanted to offer a powerful basis for development, in order that new variants past the candy wine class may very well be launched sooner or later.

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The design resolution is a cautious steadiness of superior wine cues and Italian fashion. The model mark and crest at the moment are contained inside a defend. The crest has been redrawn to hero the ‘castello’, which seems on the label and embossed on the shoulder of the bottle, enhancing the standard story and making extra of the Italian credentials. Fantastically crafted black and white illustrations of flowers, which characterize the flavour profiles of every of the wines, seem on the labels and capsules. And the color palette throughout the vary has been adjusted to modernize and obtain stand-out. Francesco Zonin, vp and seventh technology of this household firm, says: “Denomination has celebrated what Castello del Poggio actually is – a novel Italian model worthy of observe – and has given us the instruments to speak that to our goal customers. “It’s additionally a versatile design resolution. We’ve been capable of introduce new variants, which match completely into the portfolio. And the Moscato d’Asti therapy demonstrates how the vary will be upscaled convincingly additionally.” Curlewis says: “The illustrative fashion has supplied a powerful basis for the model to precise itself, not solely on pack, but additionally off pack. Creating a powerful set of visible model belongings that can grow to be a recognizable signal of Italian high quality for years to come back.”

Editorial photograph
Editorial photograph



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