Casella Wines, makers of Yellow Tail wine, will now be branded as Casella Family Brands.
The new brand identity has officially launched to support the company’s long-term corporate positioning and growth strategy, and is inclusive of a refreshed corporate logo and typeface, and also features a selection of original Casella family photographs.
The new creative, which was designed by Sydney based design agency, The Creative Method, is currently being rolled out across all facets the business including product packaging. A new company website – www.casellafamilybrands.com has also been created to complement the new identity.
John Casella says that the new brand identity represents a significant shift in the businesses’ vision.
“In order to grow the business year on year, we need to stay relevant to our consumers around the world,” he says. “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.”
In addition to the new brand identity, the corporate brand colour palette has also been updated to include the vibrant colours of blue, red, green and yellow, serving as a reference to the company’s flagship brand, Yellow Tail.
“The look and feel represents where old meets new, through creative that takes reference from the past yet with a contemporary look and feel and makes it timeless,” says Casella. “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.”