The identity had to hold both traditions at once: credible enough for hospitality buyers and distributors, approachable enough for a backyard gathering. Georgia lemons, Georgia wildflower honey and a whole-lemon method all needed to read at a glance, from the label to the sales deck. Strategy in partnership with Mattie Rushing Costner.
"Georgia lemons, Georgia wildflower honey and a whole-lemon method all needed to read at a glance."
Jenna Shoop
Founder & Creative Director, Campfire Brand Studio
KALUNA FARM RETREAT
Hospitality
Atlanta Beer Festivals
Events & Entertainment
GUMPY'S CLOSET
Retail & E-Commerce
hq hotels
Hospitality
Bear & Honey Candle Co.
Retail & Consumer Products
Folk & Fork Festival
Event & Entertainment
Maiello Cello
ITALIAN LEMON HONEY LIQUEUR: BRAND STRATEGY + IDENTITY
Maiello Cello is an Italian Lemon Honey Liqueur, inspired by the tradition of limoncello and crafted with Georgia lemons and Georgia wildflower honey. Its story reads like a decades-long letter between an Italian nonna and a Southern debutante: one says "Salute," the other says "Y'all."
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​We built the brand strategy, go-to-market plan and visual identity from the ground up: positioning that defines a new category instead of fighting for limoncello's shelf, a heirloom-inspired logo and lemon blossom pattern, and a brand book built for bars, restaurants and the table at home.
Salute, y'all.
Client
Maiello Cello
Industry
Food & Beverage / Spirits
Year
2026
Services
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Brand Strategy
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Go-to-Market Strategy
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Brand Identity
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Logo & Pattern Design
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​Brand Book
