Digital
23 January 2025
Creating a Brand Identity for PepperBox wines
for Casella Family Brands
for Casella Family Brands
Turning an initial idea into a wine brand icon
In 2020, John Casella, the visionary Founder and CEO of Casella Family Brands, set out to create a premium wine brand tailored to the growing market of discerning UK consumers aged 30-45. These consumers were willing to pay a little more for quality wine to enjoy at home. With only a brand name—PepperBox—in hand, the Brightful team was entrusted to develop the entire brand identity, positioning, and digital presence from scratch. Our work culminated in the successful launch of PepperBox Shiraz in Tesco stores by June 2021. Since then, PepperBox has expanded into twelve major UK retailers and grown its product line to include four varietals, with more to come.
Launching a new wine brand into the European market
The Brightful team was tasked with building PepperBox, a premium wine brand, from the ground up. With only the brand name from John Casella, our challenge was to create a prominent brand identity in the competitive UK wine market.
We crafted a distinctive brand identity and digital presence that appealed to sophisticated wine lovers aged 30-45, positioning PepperBox as a premium choice. Our efforts led to a successful launch of PepperBox Shiraz in Tesco by June 2021, and the brand quickly expanded to twelve major UK retailers. With a growing line-up of four varietals and more in the pipeline, PepperBox is poised for continued success.
Bringing the PepperBox brand to life
Our approach began with a comprehensive market analysis to understand the preferences of premium wine consumers. We then crafted a compelling brand strategy for PepperBox, emphasising quality and sophistication. The creative design process included designing a sleek logo, elegant packaging, and a modern visual identity to reflect this premium status, while developing a confident and engaging tone of voice for our adventurous audience.
Our omnichannel strategy ensured consistent branding across all platforms, including packaging, digital assets and in-store displays. The successful launch of PepperBox Shiraz in Tesco in June 2021 was supported by detailed brand guidelines to maintain consistency and executed a strategic in-store marketing campaign to drive initial sales. We also rolled out digital marketing initiatives, such as social media campaigns and a dedicated website, which boosted brand awareness and consumer engagement. These efforts led to PepperBox’s rapid expansion into twelve major UK retailers and the introduction of new varietals, paving the way for future growth.
Australian wine NPD over £4.50
Year-on-Year Growth in value
Major UK retailers
Customers in 4 years
“Richard and the Brightful team have been nothing short of amazing! We started working together in 2020, and during that time, the Brightful team helped us with our New Product Development, helping us launch an entirely new brand and a new brand eco-system. Their work included brand proposition work, guidelines, websites, packaging, social media, videos, photography, and much more. They are also a lovely team to work with and we consider them an extension of our internal team.”
Turning John Casella’s vision into a reality
Our New Product Development (NPD) launch of this now iconic Australian wine Brand illustrates the power of a well-crafted brand strategy and meticulous execution. From developing a unique brand identity and creating compelling design elements to executing a successful market entry, our comprehensive approach ensured PepperBox quickly established itself as a premium choice in the competitive wine market. The brand’s impressive expansion into twelve major UK retailers and its growing product line reflect the effectiveness of our strategy and the strong market reception.
At Brightful, we are proud of our role in bringing PepperBox to life and achieving such remarkable results. If you’re looking to elevate your brand, create a compelling market presence, or embark on a successful product launch, we’re here to help.
Contact us today to discover how we can turn your vision into a success story.
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