Innovation & Comprehensive Brand Identity Design Diageo Chateau & Estate Wines wanted to develop a one-of-a-kind effervescent wine cocktail for off-premise, summer refreshment occasions. Califresca™ was inspired by the California Riviera; the breezy coastline from Malibu north to the Napa Valley, and the chic, relaxed poolside elegance that it evokes.
The process began with naming and visual territory development. Once the team was aligned on the proper expression of the Califresca™ Brand, a brand identity and packaging exploratory followed, ultimately leading to the final product.
The point of sale execution was another crucial step for the brand’s launch, as it needed to telegraph the brand character and promote trial, all while emphasizing refreshment and taste appeal.
Launched in September 2015, Designed for Diageo Chateau & Estate Wines