Davison Williams clarifies Gallo

Davison Williams has created a visual identity for winemaker Ernest & Julio Gallo, as the company seeks to build a cohesive ‘family’ brand across its Californian wine range.

The project, which is believed to be worth close to a six-figure sum to the group, includes in-store graphics, point-of-purchase, promotional material and brand portfolios’ for six of the company’s key labels – containing sales and marketing collateral, a CD-Rom and presentation templates. It may also be rolled out to include on-line applications in the future.

Davison Williams managing director Paul Williams says the group was briefed to deliver a ‘holistic’ solution that emphasises brands are ‘members of the larger Gallo family, but also that each is unique in its own right’.

The work is initially geared at educating the trade, but will also influence Ernest & Julio Gallo’s consumer-led marketing.

The consultancy was appointed in December 2002 without a pitch on the strength of previous work for the company. The work rolls out from later this month.