“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
On May 13, a new rose wine brand AIX was launched on the French and Dutch markets. This highly qualitative rose wine is made from grapes from the Provence, capital of rose wines, guaranteeing the consumer a tasteful wine of world class.
The brand name AIX comes from an old historic Roman town founded in 123 before Christ. In the Middle Ages, this town fulfilled a political role as capital of the Provence. Nowadays, Aix-en-Provence is a fashionable, artistic city that is well-known among bon vivants.
Claessens|Cartils from Amsterdam together with brand owner Mr. Eric Kurver, created a recognisable brand presentation that, through its simplicity, convinces the consumer of the unique taste and quality of this rose wine from the Provence.
