Branders: Comprehensive rebranding for Bindella

The Zurich-based family business Bindella commissioned Branders to manage a comprehensive and long-term brand mandate from strategy to implementation. Launched at the end of September, the brand identity focuses on the gastronomy and wine company's history of tradition and in-depth Italian expertise. The brand does not only appear in a renewed design, it also tells the typical Bindella stories of the passionate host and art collector Rudi Bindella, takes you to the family-owned vineyard in Tuscany and is completely dedicated to the claim "la vita è bella".

Since 1909 Bindella has established itself as a distributor of quality wines. It currently distributes around 550 wines from 45 producers, most of them from Italy. The family business also enjoys a good reputation as a host in its 40 Italian restaurants and, for some time now, as a wine producer in Tuscany. Now in its third generation, the company is personally managed by Rudi Bindella, who employs more than 1,200 people. This great tradition is to be additionally revived and made more visible. With a brand experience that conveys a unique Italian attitude to life: "la vita è bella". Together with Rudi Bindella, his sons Rudi Jr. and Adrian, as well as the Bindella team, the strategic foundations were created over several months in close cooperation with Branders, and the numerous facets of the brand were conceived.

In the new appearance, the Italian joie de vivre is to shine through at all points of contact. The combination of images, art and typography gives the Bindella brand an independent appearance. The family crest and the deliberate use of art underscore the lived tradition and personal commitment of the patron. The "new old logo" refers to the handwriting of Rudi Bindella's father. For the storytelling of the brand, own photo shoots and videos were realized, which express the attitude towards life. With the Bindella family and employees - authentically on location.

The brand will be perceptible in many applications: in company cars, in the wine catalog, on packaging, wine and olive oil labels, in advertisements, and in the completely changed online presence. The 40 restaurants deliberately retain their independent, local character and continue to be managed as individual brands with tradition.

Responsible at Bindella: Rudi Bindella and sons Rudi Jr. and Adrian, Karin Fuhrer (Marketing Management); Geri Theiler (Viticulture-Wine Trade Management), Hans-Jörg Degen (Communications Management). Responsible at Branders: René Allemann (CEO), Marisa Güntlisberger (Brand Manager to the CEO), Palma Manco (Senior Brand Designer), Soraya Gaouaoua (Brand Designer), Martina Keusch (Brand Designer).