E. & J. Gallo is nothing short of a classic, iconic American wine brand, and also an incredible business success story. The family-owned company has grown over its nearly 90-year history to encompass more than 130 individual brands. “One in three bottles on the shelf in retail in the U.S. are Gallo brands. Our purpose at Gallo is to serve enjoyment in moments that matter and we are focused on bringing new consumers into the wine category,” says Scott Elia, Creative Director at E. & J. Gallo. In order to stand out in a sea of labels in supermarkets and liquor stores, it’s essential to create eye-catching labels, clever package design, and marketing materials that differentiate all the best each brand has to offer.
"Oftentimes, it feels like we’re drinking from a fire hose with so many brands to design for and manage. But we do what we have to do to make sure our team has the design resources to handle workload and meet all our deadlines," Elia says.
As one of the company's creative leaders, Elia is responsible for delivering extraordinary content at a massive scale. To do this, he and his fellow creative directors have had to systemize how they work on everything from label design to marketing activations. Gallo’s design team is centralized in the Modesto, California, corporate headquarters. “We have about 25 creatives on staff and a pool of freelance designers to handle the volume of work,” Elia says.
What’s their secret to being able to manage it all? Creating a style guide for each of the 130+ brands. "We created this very helpful document that the entire design studio and our partners in marketing use as well, and this keeps us all honest — and on brand," says Elia.
"It's challenging, because different brands can overlap styles and borrow each other's equities. Despite that, we still strive to make each brand its own unique experience." To help deal with the challenge, and create and maintain these style guides, E. & J. Gallo relies on Adobe Creative Cloud throughout the entire design process.