The first beers to be released are the Bionda, Bio Bionda, and Ambrata. All of the beers are produced in Italy using 100% Italian durum wheat and are unfiltered, unpasteurized, and naturally fermented without the addition of carbon dioxide. Angelini Design has collaborated with Molino Casillo to create and develop every aspect of the campaign, including the branding, naming and logo design, package design, art direction, Below The Line marketing, web design, and e-commerce.
The name "Molina" (a homage to the windmills that characterize Apulian agriculture) is written vertically on the bottles, flanked by shapes that recall durum wheat kernels, clearly communicating the peculiarity of the beer. The label on the neck of the bottle features the Molino Casillo logo that Angelina Design originally developed for the company's flour products. The three styles of beer are differentiated using three colors in the labeling: the Bionda is white, the Bionda Bio is baby blue/teal, and the Ambrata is a deep cherry red. The concept for the visuals comes from Molino Casillo's strong connection to the territory of their native Apulia. Consequently, the photoshoots took place in Apulian locations that best represent the color palette of each label: the Bionda in a Masseria (a traditional Apulian farmhouse) with the sun-bleached whites of stone and mellow ecru set against the greens of Indian fig plants; the Bionda Bio in an ancient castle with more earthy tones; and the Ambrata by the seaside with pale sand, the paradisiacal Apulian water. The typography on the bottle and the website also recalls the distinct character of Apulia.
Molino Casillo is making Birra Molina available in pizzerias, particularly where their flour products are already in use, and on the dedicated e-commerce website for consumers to buy directly online. The brand is committed to this sector, developing an even wider range of beer styles soon to be available.
The project has been featured by Design Rush into its Best Packaging Design Awards.
