"When the U.S. economy began to sputter in 2011, Roy Cecchetti of Cecchetti Wine Co. came to CF Napa Brand Design with the following brand proposition: “Create a new wine brand called Austerity that looks like a million bucks, tastes like a million bucks, but doesn’t cost a fortune.”
In other words, create a package design that cuts directly against the name itself. Whereas the word Austerity implies cutting back and lowering your spending, these wines had to look and feel as if they would deliver luxurious taste at the modest price of $14- an alluring proposition for wine drinkers.
The packaging solution CF Napa came up with “took its inspiration from the typography of classic bank notes and historic stock certificates. The elegant hand-drawn type was then foil-stamped in gold foil along with the tagline they developed: ‘Wines of the highest discipline,’ promising wines of value far beyond their affordable price tag."
Designed by CF Napa Brand Design
Client: Cecchetti Wine Co
Country: United States
City: Napa Valley