Artisanal Lebanese nut company Castania has been given the elevated packaging and brand design system it needs to enter premium global markets, courtesy of London-based brand acceleration agency bluemarlin.
The new packaging and brand identity means Castania, a multigenerational family-run business from Beirut, now stands apart from mass-market competitors such as KP and Planters. It has a new packaging system that encapsulates the essence of its Mediterranean roots and demonstrates its passion for quality and craftsmanship. bluemarlin played a pivotal role in the whole journey, reshaping Castania into a distinguished brand poised for global success, including in the UK, Europe and US.
Celebrating art and history
When Castania first approached bluemarlin, its existing packaging, a doy pack and a can, had a mass-market feel that failed to set it apart. Its unrivalled quality and high production values simply weren’t being celebrated. For it to succeed in premium markets around the world, the packaging needed to tell the wonderful story of a product well made by a family that cares passionately about quality and legacy.
Founded in 1977, Castania began life as a thriving coffee-making venture. It then moved into nut production in the mid-80s, making use of its existing copper roasting drums. The visual identity now tells the story of this journey.
bluemarlin’s lead brand designer on the project, Guy Robertson, said: “The nut-shaped logomark was redeveloped to reflect the beautiful swirling copper roasting drums. bluemarlin strategically introduced copper as a design element, weaving it into the fabric of the brand.
“The script, which initially seemed corporate, has been evolved into a more handwritten style to reflect the personal, familial and traditional aspects of the business. The result is a visual story that not only showcases the product but also communicates the passion, tradition and hands-on craftsmanship behind Castania.”
A new muted colourway system has been devised to simplify customer navigation, and the incorporation of recipe numbers and personal statements on pack adds a human touch, allowing customers to connect with the brand on a deep level. It also moves the brand away from mass-market cues and celebrates the exceptional ingredients and flavour combinations.
Product photography was also elevated, moving away from flat CGI expressions to artistic imagery that brings the ingredients to life.
The creative strategy has inbuilt flexibility, too, and can grow with Castania – whether that be into new flavour combinations or entirely new product ranges.
Ready to take on the world
bluemarlin’s CEO, Andrew Eyles, said: “The packaging design tells a 360° story, emphasising the uniqueness, craftsmanship and passion behind the product. It comes together to not only communicate quality but also to narrate the brand’s journey from its roots in Beirut to its global expansion.”
Castania’s CEO, Peter Daniel, said: “Castania now has ‘wow’ packaging to reflect the ‘wow’ quality of the product. By premiumising the range and with extended shelf life by virtue of a pressurised compartment, we can offer our brand internationally from retail to on-trade, on cruise ships and airlines, in hotels, bars and restaurants.
“bluemarlin is a true partner. The whole team made an effort to understand us, our history and how much we care about what we do. Thanks to bluemarlin, everyone will understand that our range is more artisan in production and gastronomic in taste than ordinary brands. We’re ready to take on the world!”
Source: bluemarlin
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