Case Study: Castel Mimi — Rebranding
Brand strategy, identity & communication for Moldova premier winery. 2021-2024.
Castel Mimi, Moldova's most prestigious winery, needed a brand transformation that would honour its century-old heritage while appealing to a new generation of wine enthusiasts and international tourists. This case study demonstrates the case-study template's section components.
Project details
Rebranding a century–old legacy
Castel Mimi needed a brand transformation that would honour its century-old winemaking heritage while appealing to a new generation of wine enthusiasts and international tourists visiting Moldova.
A palette rooted in the terroir
The colour system draws from the winery's landscape: deep burgundy of the cellars, warm gold of the autumn vineyards, and the soft cream of the estate's limestone walls.
Four phases, two years
Discovery
Stakeholder interviews across the family, winemakers, and tourism team. Heritage audit of the estate's architecture, cellars, and archives.
Strategy
Positioning as Moldova's most prestigious estate. Brand architecture spanning wine portfolio, tourism, and cultural programming.
Design
Visual identity system: logo, typography, colour, photography direction. Applied across packaging, signage, digital, and the visitor centre.
Launch
Brand rollout, TV commercial, tourism campaign, and trade presentation at ProWein 2024.
Identity in motion
The rebrand touches every touchpoint — from bottle labels to the visitor centre interior.
Increase in direct-to-consumer wine sales within the first year of the rebrand. Tourism bookings up 68% year-on-year. Three international design awards in 2024.
Credits
Brand strategy & visual identity: TARNOVSKI. Photography: studio team. Packaging production: local print partners. TV commercial: local production house. Client: Castel Mimi family & team.