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Брендбуки / Martini style book

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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

60

 

 

 

61

GRAPHICSTYLEELEMENTS

THE RED STRIPE

SPECIFICATIONS AND HEIGHT...................................................................

64

THE DRINK VISUALS

THE BLACK AND WHITE BACKGROUNDS

THE RED STRIPE

63

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.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

NOT

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

DO

NOT

DO

 

64

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The red transparent stripe should

never be in contact with the logotype.

65

GRAPHICSTYLEELEMENTS

THE RED STRIPE

 

THE DRINK VISUALS

 

BIANCO..............................................................................................................

70

ROSSO ................................................................................................................

72

ROSATO..............................................................................................................

74

EXTRA DRY........................................................................................................

76

THE BLACK AND WHITE BACKGROUNDS

 

THE DRINK VISUALS

67

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

 

 

 

Bianco-On-Ice-Lime.psd/jpg

 

Mixed-Bianco-1Apple.psd/jpg

 

 

 

Bianco-On-Ice-Lemon.psd/jpg

 

Mixed-Bianco-3Apples.psd/jpg

 

 

 

Above-Bianco-On-Ice.psd/jpg

 

Mixed-Bianco-Orange.psd/jpg

 

 

 

Bianco-Bottle.psd/jpg

 

Sparkling-Bianco.psd/jpg

 

 

Bianco On Ice Lime

70

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

 

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

73

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

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

74

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

 

Above-Extra-Dry-On-Ice-Lime.psd/jpg

Martini-Cocktail.psd/jpg

 

Above-Extra-Dry-On-Ice-Lemon.psd/jpg

Sparkling-Extra-Dry.psd/jpg

 

76

 

 

 

 

 

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

 

THE DRINK VISUALS

 

THE BLACK AND WHITE BACKGROUNDS

 

PHOTOS AND GRAPHIC PATTERNS

 

Photos...........................................................................................................

80

Graphic patterns.....................................................................................

80

PHOTOS

 

People by Ellen Von Unwerth..........................................................

82

People...........................................................................................................

84

Interiors........................................................................................................

86

Bars................................................................................................................

88

Textures........................................................................................................

90

Accessories................................................................................................

92

Outdoors.....................................................................................................

94

GRAPHIC PATTERNS

 

Ball & Bar.....................................................................................................

96

Typeface.......................................................................................................

98

Bottle..........................................................................................................

100

Historic details........................................................................................

102

THE BLACK AND WHITE BACKGROUNDS

79

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