An update of the CASTEY brand, the Spanish leader in cast iron cookware. An inverse colour version was made in corporate yellow, offering superior legibility on black, which is the most frequent background in the brand’s communication materials.
The new brand baseline "Hi-Quality for Hi-Cooking" was included. The brand application manual was also developed to establish clear usage rules.
The origin of the brand’s current visual code lies in the new packaging design for the Castey Classic products. It was a qualitative treatment serving the central display of the product, which acclaims each piece without distracting attention.
The colour associated with the boxes of Castey products has traditionally been black and this has been maintained, due to both the brand’s traditional specialisation in black cast iron pieces and its connotations of quality. The red of the sides and some elements of the facing identify the Induction Line, while the yellow identifies the Yellow Line. The development of the entire collection involved adapting the new design to almost a hundred products, between piece typologies and their different sizes.
The Vulcano collection features the incorporation of silicone grips and handles in its die-cast aluminium pieces in a functional and aesthetic design conceived by National Design Award winner Jorge Pensi.
The packaging of the new Vulcano collection follows the latest graphic guidelines set for Castey cookware products. With regard to the Classic collection, the difference in the boxes is assured through the prominence of the image of the piece over the black background, combined with the silver colour on the sides and some elements of the facing.
Artic represents Castey’s entry into the stainless steel cookware market, maintaining its innovative reputation also in this new segment for the brand.
The Artic collection is a turning point with regard to everything that has been on offer in this market until now, due to both the greater technical advantages of its Trimetal Induction© stainless steel and its excellent modern design, with unprecedented and ingenious features created by National Design Award winner Jorge Pensi. The packaging stands out from the black boxes of the cast iron collections due to its characteristic metallic blue colour, also used in other materials in the collection.
Nobody buys a set of cutlery without having a good look at its pieces. The more personal and aesthetically individual its design, the more important and necessary it is to show it clearly. The Senso collection has been created by National Design Award winner Jorge Pensi and provides a synthesis of austere and the elegant lines, very contemporary, and an almost sculptural perception, smooth, organic and strongly material.
Faithfully and simply highlighting the attractiveness of Senso cutlery is the function of the boxes defined to contain different groupings of cutlery according to its use. The anthracite background of the boxes contrasts with the stainless steel of the pieces reproduced on the front of their corresponding set. The only exception are the large boxes with complete cutlery sets for 6 or 12 services, which are usually displayed open at the points of sale.
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50 recipes by Raúl Aleixandre
The design of a book published by Castey with 50 cooking recipes suggested by the renowned chef from Valencia Raúl Aleixandre of the restaurant Ca'Sento, which has one Michelin star. With this accreditation and as a gift of the brand, the idea was to create a recipe book with strong perceived value. A painstaking editorial product, far removed from promotional material.
Visually speaking, the convenience of consulting recipes was very much taken into account by means of a simple graphic architecture which cleanly and tidily structures all the information contained along with an image of each dish. The covers of the book are made from impermeable material to keep it in perfect condition despite the fact that it is for use in the kitchen.
Following the initial "Yellow Over Black” teaser, the graphic campaign now shows the different pieces in the Vulcano collection. It maintains the same style of visual communication and transmits values pertaining to a quality brand in this market, such as its distinctive level of technical and aesthetic innovation.
The spotlight falls on the symbolisation of the collection, the body of the colour model, which in various postures and framings always shows an accessory in yellow silicone - the link with the pieces in the Vulcano collection.
To maintain the brand’s new general communication code, a campaign was produced creatively parallel to that of the Vulcano collection. In this way, the link between Castey and its new Artic collection, the brand’s first in stainless steel, was more evident.
In the case of Artic, a man’s body totally painted in silver represents the new collection in stainless steel. It visual impact transmits the corporate values of innovation and look, in the tone of communication of a market leader.
The overriding aim of the Senso graphic campaign was to be able to appreciate the design of the cutlery. In different productions, pieces are presented from each of the sets the collection is divided into, highlighting their specific use by associating them with the corresponding food.
The graphic design of the campaign deliberately shares a style very similar to that of other Castey advertising pieces, as it is the first cutlery collection of a brand until now exclusively renowned for creating cookware collections. Therefore the claim “Castey, from the kitchen to the table” expresses the priority concept to be transmitted.
Yellow over Black
Consistency in technical innovation and high-quality product design allows the value of a leading brand like Castey to end up transcending these qualities. It is under these circumstances that, when launching its new collection of black metal pieces, Castey's well-gained reputation allowed them to publish a print ad that goes beyond merely showing a good shot of its new pans and casserole dishes. No matter how extraordinary the pieces are, which of course they are.
In the case of this advertising teaser, "Yellow Over Black", black obviously refers to the brand's black cast iron pieces, but leaves the role of yellow to be discovered later on. The print ad announces Castey's new cookware line as if it were a seasonal fashion collection. This advertising piece was first used to build expectation at the prestigious Ambiente Fair in Frankfurt.
Beauty and the Beast
This simple piece of print advertising for Castey was created to communicate the set of brand values rather than a specific message as a USP-Unique Selling Proposition. The "Beauty and the Beast " ad aimed to express the hardness of the pieces ("hi-quality") in front of the lure of the lobster as an haute cuisine ingredient, a qualitative image reference for the brand ("hi-cooking"). But it can also be interpreted inversely: in this case the "Beast" would be the lobster and "Beauty" would be the casserole dish. An attribute by no means wrong taking into account the excellent look of Castey's pieces, developed by prestigious, award-winning industrial designers.
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The Castey website is the most complete source of content concerning the brand and highlights a comprehensive presentation of its collections, to the point of providing information on each one of its pieces on a separate page. The extensive “Product” dropdown menu, with initial access according to the collection or type of piece sought, concisely shows the breadth of the range, providing intuitive and simple consultation.
Given Castey’s strong momentum in extending its ranges and launching new collections, the operability of an extensive and complex website such as this one is measured by the way the brand’s complete range can be reflected at any time. As well as putting all the product images at the user’s fingertips, the download zone permits access to the documentation on the characteristics and features of each collection, to its manuals for use, advertising, etc.