Case Study
Evolving a Legacy
GIOL Wine Estate, Veneto, Italy
Challenge
GIOL, the oldest wine estate in Veneto, Italy, founded in 1427, sought to update its 594-year-old brand identity. The challenge was to modernize and evolve the visual identity while honoring its rich history, maintaining relevance in a competitive market, and ensuring the design resonated with both long-time customers and new audiences.
Solution
I was commissioned to undertake this brand evolution project, working closely with the owner, Vittorio, to achieve a balance between heritage and modernity. The goal was to reflect the exceptional quality of the wines through a refreshed brand identity and label designs that conveyed prestige and created a strong visual presence on the shelf. Key steps included:
Brand identity Evolution
I carefully refined the visual elements to respect the historical essence while making the brand more appealing and contemporary.
Label redesign
I developed a new label design that offered a strong shelf presence, ensuring a great first impression and visually representing the quality of the wines.
Ongoing collaboration
Due to the success of the brand evolution, I continued to work with Vittorio on new product ranges, including the launch of a secondary brand, Castello Gabriel.
Castello Gabriel Sub-Brand Development
As part of the ongoing collaboration, I was tasked with refining the Castello Gabriel brand, a secondary line intended to distinguish between on-trade and off-trade sectors. Initially, the design placed emphasis on the estate’s founding date to showcase heritage. However, after strategic discussions, we pivoted the focus to the brand name itself, recognizing its importance in building loyalty and brand recognition. The redesigned labels emphasized the name “Castello Gabriel,” creating a stronger, more distinctive identity aligned with Vittorio’s vision for the brand’s future.
Results
The updated GIOL identity and label designs have led to notable sales growth, with positive feedback from both existing and new international clients. The brand’s refreshed look has strengthened its market presence and appeal, enhancing the perceived value of the wines. The successful brand evolution has fostered an ongoing partnership, allowing me to continue collaborating on new projects and sub-brands.
