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.
“In Formula1 we are constantly looking for improvements to gain total excellence, similarly we are confident that the new Corporate Identity, designed by Cartils, for Castorani is the right step towards achieving excellence for Castorani and its wines.”
Jarno Trulli
The genever category is one of the best selling spirits in the Dutch market (25% market share). Since a few years the demand for genever products is decreasing dramatically and is expected to halve in twelve years from now due to the aging consumer group and increased price competition. Today, youngsters are identifying themselves more strongly with brands which are associated with modernity, status, internationality or exclusivity.
Nolet Distillery is producing premium spirits for more than 300 years and Ketel 1 Jenever has grown to the market leader in the premium segment. To strengthen the brand’s position the brand identity needs to be updated (3D/ 2D) with main design focus to remain thé premium genever specialist. The new design should emphasize the brand character and refresh the look and feel to be appealing to the younger consumer group with respect to recognition & heritage.
The new brand presentation is a clear example of leadership and pride, realized due to the improved logo impact, the new structural bottle shape enriched with brand own embossing and advanced labelling. The visual of the kettle represents the authentic feel, craftsmanship and excellent product quality which are the heart of the company since 1691.
The new Ketel 1 Jenever is launched in June 2010.
Baltika brewery celebrates 20 years in the Russian market. Founded in 1990, the brewery has developed alongside the Russian economy, taking now a leading share in the Russian beer market.
To celebrate this event, a special anniversary edition has been launched. This 20th year edition reflects the quality Baltika is famous for, a perfect tasting classic beer which is specially brewed. Designed by Claessens|Cartils the jubilee edition brings this event to the Russian consumers in a special way. Also an anniversary emblem was created by the agency; a stylish badge which will be used for all communication around Baltika’s anniversary. 
Claessens|Cartils wishes Baltika a great 20th anniversary!
Cristal-Lefortovo, a leading Russian distillery, expands its portfolio by launching its new refreshing vodkas ‘Winter Road’. Claessens|Cartils was asked by Cristal-Lefortovo to develop the brand presentation for this new product development.
Adhering to the name of the products, the designs needed to tell the story of changes in mood (peace, patience, contemplation, pleasure) experienced on the long road home on a winter day. To tell this story the new designs found their inspiration in the natural beauty of the countryside after a snowy winter day.
Using natural blue and white colours for the illustration, which is visible through a window effect, the theme of a cool refreshing vodka distilled with the clearest and purest of waters is clearly communicated to the consumer. The window effect looking at a warm cosy house at the end of an icy road successfully stirs the emotions in the consumer and the use of a snow crystal in the logo further strengthens the winter theme. Finally, the use of gold and attention to detail was implemented throughout the design to express premiumness in taste and quality of the products.
Birell is a strategic value driver for Al Ahram Beverages Company (Heineken Egypt). It is the main non-alcoholic malt beverage within the Egyptian CSD market. Recently a new brand platform that revolves around “manhood” was developed. This platform is very successful and has given Birell an ownable and differentiating platform from other CSDs. It is making Birell a more appealing and approachable brand for young consumers and is extending the amount of drinking occasions.
Following the new positioning, the packaging design needed to be adapted to convey this “manhood”. The new design should highlight a more premium look for Birell that will help in recruiting new consumers. Key element during this process was to attract new consumers without alienating the brand’s loyal consumer base. The key channels are the on-premise as well as supermarkets.
The black background of the new Birell presentation gives the brand the needed masculinity. The new design shows a more self-confident branding due to the new brand shape and increased contrast of the logo. The whole presentation has become more dynamic and recognizable resulting in higher shelf impact. Most importantly it succeeds in expressing the requested premium look and feel. A new SKU has extended the assortment: a one-way bottle which is also promoted in a 6-pack.
Poděbradka Ltd. is a leading Czech company in the flavoured mineral water market. They were among the first companies to diversify their portfolio by entering the flavoured water segment, a rising trend seen around the globe, which today accounts for an already outstanding 22% of the Czech soft drink market.
To meet consumer needs and to further strengthen their position in the market, Poděbradka Ltd. extended the range of their best selling brand ‘Poděbradka’ with the introduction of a new flavour – Pomelo.
Claessens|Cartils was asked to develop the new 1.5L PET bottle label design and 6-pack shrink-wrap to be in line with the existing range – Lemon, Orange, Lemon & Lime, Plum, Cherry, and Passion Fruit – whilst strategically looking at giving it distinctive characteristics that would set it apart from other flavours for easy recognisability, but still respecting the existing corporate brand architecture.
With a unique light blue colour and fruit compilation, Poděbradka Pomelo was successfully introduced on the Czech market.
Hooghoudt was inspired by the trend among young adults to celebrate at home and introduces its new line of RTD cocktail drinks (Mojito, Margarita and Cosmopolitan) and White Spirits for mixing and drinking pure (Vodka, Rum and Tequila). The Royalty assortment is offering all that is needed to have the going-out experience at home.
The brand presentation had to be inspirational for the target group and had to express a quality and international character whilst fitting the value-for-money proposition.
The reduced label design for the Royalty Cocktail range contributes to the brand aspiration. The designs are open, free and transparent to communicate purity and to give a premium look. The flowing shapes symbolize the various ingredients mixed together. Each flavour variant has its unique typography to strengthen product and taste expectations.
The White Spirits, found in the identical bottles as the Cocktails, follow the same brand architecture but contain a large letter in a unique typography on the front for distinction. The design is tailored to the roots and pure characteristics of the individual products.
The Cocktails were launched first and the White Spirits followed about two weeks later alongside advertising campaigns and a website (www.royaltyathome.com) whereon tips and recipes for delicious Cocktails can be found.
Golden Brau is the most important brand of Heineken Romania. Romania has one of the highest per capita beer consumption in the world, while being a dynamic beer market with progressive consumers. As competitors recently re-designed their brands, Golden Brau urgently needed an update which involved repositioning the brand.
This has resulted in a refreshed design with a stronger brand impact. A new, more dynamic brand shape was developed. The golden was maintained, but silver was added to enhance modernity and freshness. Although the bottle is unchanged, the new specific label makes the bottle more attractive. The fact that this beer has won numerous awards for its quality is still communicated on the label, but in a more differentiating and contemporary manner.
In total: same qualitative brand, but with a refreshed look.
“We are very happy with the work done by Cartils. Just like Formula 1 where high level of communication is important, there was great teamwork between both sides. They understood exactly what we wanted and that led to the creation of a great new Corporate Identity for Castorani.” – Jarno Trulli
Castorani is a premium Italian winery dating back to 1793. The land was then owned by a famous surgeon called Raffaele Castorani, whom the company was named after. Nowadays, Formula 1 pilot Jarno Trulli co-owns the estate and actively endorses and promotes the high quality wines produced by the lands.
Cartils was asked to look at the corporate identity of Podere Castorani, and advised to rebrand the corporate identity to improve the brand hierarchy. This led to a better representation of both the company and its wines, and creates distance with its identically named wine. Following the advice, Podere Castorani was rebranded as ‘Castorani’ and the new corporate identity, created by Cartils, was successfully introduced at “Vinitaly” 2010.
The new identity has a higher impact, making it more recognisable. The new Brand makes use of the original farm to be strongly iconic and the establishment date was made more prominent as an evidence of their historical heritage. The term ‘Podere’ was chosen to be omitted, as it could be confusing on an international level. This placed more emphasis on ‘Castorani’, the true brand name, making it impactful, while clearly communicating the heritage, high quality and modernity that it stands for.
Stand Castorani at Vinitaly
A New Modern Blenders Pride for a New Modern India
Pernod Ricard’s Blenders Pride is India’s leading premium admix whisky. Its popularity is due to its exceptional quality and uniqueness in taste; a blended whisky of imported scotch malts and select premium Indian grain spirits. Blenders Pride is the only premium whisky from India made from grain spirit, whereas others are made from molasses.
In recent years India has emerged into a new successful, confident, economically independent and lifestyle conscious India. Claessens Cartils was asked by Pernord Ricard India to redesign the bottle and brand presentation of Blenders Pride to fit this new India.
The new bottle, label presentation, as well as the new gift box are a more contemporary presentation, signaling premiumness, style, and success, whilst keeping the core values of the brand alive. Making Blenders Pride the brand of choice for young successful individuals, with a discerning taste and a lust for the bohemian lifestyle.
