“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.
