Studio: Wedge

Mott’s Clamato Caesar

Distinctive flavour guides a legacy-brand refresh

Wedge refreshed Mott’s Clamato Caesar through a brand platform focused on its distinctive savoury flavour. Ethnographic research found a polarised response to the drink, with enthusiasts strongly attached to its unusual taste. That insight guided a shift toward flavour discovery across identity, packaging and campaign work. The team studied the brand’s archives to retain recognisable colours, symbols and typography while introducing a more energetic expression. The updated type language uses characterful serifs and forms that reference the Clamato logomark. Wedge’s scope includes strategy, voice, packaging architecture, campaign development, photography and video, connecting the retail range with the wider brand presentation.

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Insights

Audience research makes enthusiasm for the distinctive flavour the central strategic reference.
Archival assets guide continuity in colour, typography and symbols.
Packaging and campaign applications share the refreshed brand platform.

Date: Thu, Oct 22

Tags: Cocktail, Brand Evolution

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