Jacuzzi Package Redesign

As a new generation begins to takeover overseeing day-to-day operations at Jacuzzi Family Vineyards, the family wanted a reimagined package system that better reflected the quality of wine, the unique growing sites, while continuing to honor family history. The previous package system was antiquated and put its main emphasis on old family photos with a brand story focused on “detailed family history and invention” instead of celebrating the “production of interesting Italian varietals and embracing the Italian lifestyle.”

The Jacuzzi team gave Gatto Design a directive to develop unique, yet harmonious looks for four distinctive tiers of wines priced in accordance with each category’s quality, winemaking, and aging practices. After asking lots of questions, we reviewed scores of visual reference with the team. Classic Italian wine and ornate Vermouth labels served as a major inspiration.

A set of wordmarks were created: outline, fill, and badge versions of deco lettering and a custom script, allowing the Jacuzzi name to live proudly on label.

As Jaccuzzi Family Vineyards put it: “There's something to discover in each one of our new designs, be it our motto: Spirit, Wind, and Water, that harkens back to our history of innovation, the sketches of Valeriano and Giuseppina's passport photos, and the beautiful Stella Alpina, a flower grown in the Friuli region of Italy." Bands of signature red and blue colors tie the whole system together.