While the Castello portfolio had grown over the years, the packaging itself had remained the same for some time, so we saw an opportunity to create something bold and unexpected - both for the brand and for the category itself. We began by uniting the family with a dynamic sash device that creates a consistent, ownable pack architecture and conveys the quality and authority of the Castello brand. Within the sash, the refreshed Castello crest creates a masterbrand presence that’s cleaner and more contemporary, while an updated flavour indicator makes it easier for consumers to navigate the range by strength and taste. The finishing touch is new product photography, shot to feel indulgent and flavourful but with a deliberate simplicity that allows the design to shine.