Austerity

Creative Agency: CF Napa Brand Design
Project Type: Produced, Commercial Work
Client: Cecchetti Wine Co.
Location: California, USA

When the U.S. economy began to sputter in 2011, Roy Cecchetti of Cecchetti Wine Co. came to CF Napa 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.

Our packaging solution 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 we developed: “Wines of the Highest Discipline,” promising wines of value far beyond their affordable price tag.