
Брендбуки / Martini style book
.pdf
The μ graphic style elements are used to visually express the brand and its values and give it a contemporary feel.
The red stripe injects energy and dynamism and conveys Gioia di Vivere. It is also a tool for the brand to communicate a written message.
The product coloured images express the tantalizing appeal of μ, making the products and the brand the heroes, and conveying the intrinsic values of the brand.
The black & white backgrounds bring a narrative content to the μ brand. They express the timeless style of μ in a modern and relevant way, conveying the extrinsic values of the brand.
GRAPHIC STYLE ELEMENTSGRAPHIC STYLE ELEMENTS
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GRAPHICSTYLEELEMENTS
THE RED STRIPE
SPECIFICATIONS AND HEIGHT................................................................... |
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THE DRINK VISUALS
THE BLACK AND WHITE BACKGROUNDS
THE RED STRIPE
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THE RED STRIPE
SPECIFICATIONS AND HEIGHT
Specifications
The red transparent stripe should be used to emphasize a text or simply as an additional graphic element of the composition. It can be placed anywhere on the visual, as long as it does not interfere with the μ logotype.
The red transparent stripe uses the same Pantone Red 1795 C.
C 10 / M 100 / Y 100 / K 0
Transparency: 100% “multiply effect” (Adobe Illustrator software).
Height
The height of the red transparent stripe should not exceed the height of the letter
‘M’ in the μ logotype.
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The red transparent stripe should
never be in contact with the logotype.
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GRAPHICSTYLEELEMENTS
THE RED STRIPE |
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THE DRINK VISUALS |
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BIANCO.............................................................................................................. |
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ROSSO ................................................................................................................ |
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ROSATO.............................................................................................................. |
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EXTRA DRY........................................................................................................ |
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THE BLACK AND WHITE BACKGROUNDS |
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THE DRINK VISUALS
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From the iconic μ bottles to the colourful short and long drink shots, these images communicate the taste experience
of μ.
The drink visuals convey the freshness, the lightness and the wide spectrum of tastes in the μ range.
Theycreateastunningcontrastwiththeblackandwhiteimages of the background and reinforce the appeal of the μ product.
The drink visuals have been developed in order to be consistent with the global drinks strategy. However, given the different tones of drinks per variant, the same visual can be used to promote different drinks depending on the market in question.
THE WORLD’S MOST BEAUTIFUL DRINK

THE DRINK VISUALS
BIANCO
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD 1 / Graphic Style Elements / The Drink Visuals)
Bianco |
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Bianco-On-Ice-Lime.psd/jpg |
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Mixed-Bianco-1Apple.psd/jpg |
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Bianco-On-Ice-Lemon.psd/jpg |
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Mixed-Bianco-3Apples.psd/jpg |
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Above-Bianco-On-Ice.psd/jpg |
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Mixed-Bianco-Orange.psd/jpg |
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Bianco-Bottle.psd/jpg |
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Sparkling-Bianco.psd/jpg |
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Bianco On Ice Lime |
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Above Bianco On Ice |
Bianco On Ice Lemon |
Bianco Bottle |
Sparkling Bianco |
Mixed Bianco Orange |
Mixed Bianco 3 Apples |
Mixed Bianco 1 Apple |

THE DRINK VISUALS
ROSSO
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD 2 / Graphic Style Elements / The Drink Visuals)
Rosso |
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Above Rosso On Ice |
Rosso On Ice |
Rosso-On-Ice.psd/jpg
Mixed-Rosso-1.psd/jpg
Above-Rosso-On-Ice.psd/jpg
Mixed-Rosso-2.psd/jpg
Rosso-Bottle.psd/jpg
Negroni-Cocktail.psd/jpg
Sparkling-Rosso.psd/jpg
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Sparkling Rosso |
Mixed Rosso 1 |
Mixed Rosso 2 |
Negroni Cocktail |
Rosso Bottle |

THE DRINK VISUALS
ROSATO
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD 2 / Graphic Style Elements / The Drink Visuals)
Rosato
Rosato-On-Ice.psd/jpg
Mixed-Rosato.psd/jpg
Above-Rosato-On-Ice.psd/jpg
Sparkling-Rosato.psd/jpg
Rosato-Bottle.psd/jpg
Above Rosato On Ice |
Rosato On Ice |
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Sparkling Rosato |
Mixed Rosato |
Rosato Bottle |

THE DRINK VISUALS
EXTRA DRY
To achieve a level of quality and consistency across every type of visual communication and to avoid any misrepresentation of images, it is important to use the original artwork fi les.
(See DVD 2 / Graphic Style Elements / The Drink Visuals)
Extra Dry
Extra-Dry-On-Ice.psd/jpg |
Extra-Dry-Bottle.psd/jpg |
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Above-Extra-Dry-On-Ice-Lime.psd/jpg |
Martini-Cocktail.psd/jpg |
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Above-Extra-Dry-On-Ice-Lemon.psd/jpg |
Sparkling-Extra-Dry.psd/jpg |
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Sparkling Extra Dry |
Above Extra Dry On Ice Lemon |
Above Extra Dry On Ice Lime |
Extra Dry On Ice |
Martini Cocktail |
Extra Dry Bottle |

GRAPHICSTYLEELEMENTS
THE RED STRIPE |
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THE DRINK VISUALS |
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THE BLACK AND WHITE BACKGROUNDS |
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PHOTOS AND GRAPHIC PATTERNS |
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Photos........................................................................................................... |
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Graphic patterns..................................................................................... |
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PHOTOS |
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People by Ellen Von Unwerth.......................................................... |
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People........................................................................................................... |
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Interiors........................................................................................................ |
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Bars................................................................................................................ |
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Textures........................................................................................................ |
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Accessories................................................................................................ |
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Outdoors..................................................................................................... |
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GRAPHIC PATTERNS |
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Ball & Bar..................................................................................................... |
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Typeface....................................................................................................... |
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Bottle.......................................................................................................... |
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Historic details........................................................................................ |
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THE BLACK AND WHITE BACKGROUNDS
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