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WHY MARTINI

OUR HERITAGE

WORLD MARTINI

OUR CONSUMER

BRANDING GUIDELINES

PRODUCT

COMMUNICATION GUIDELINES

MARTINI. A word, a world. The MARTINI brand book presents clear guidelines for MARTINI brand identity and visual communication style. Every page of this book is inspired by MARTINI story. Our heritage and vision give us the duty to protect the brand with a guide that represent our essence and our look.

BRAND STRATEGY

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Because the beautiful MARTINI taste is enjoyable

– anytime, anyplace and anywhere.

quality

We are appreciated around the world because through our products we communicate :

Why us?

style

identity

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1863

1864-1900

The Martini, Sola e c.ia started to spread into the world and before the end of the century MARTI-NI exported ¾ of the Vermouth sold in the

Alessandro Martini, Teofilo Sola and Luigi Rossi started MARTINI, investing the company with dreams, turning a traditional distillery into an innovative brand, full of promise.

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1910-1930

1930-1970

MARTINI continues to be ahead of its time ,creating incredible cam-paigns in collaboration with the best artists such as Andy Warhol and Austin Briggs. In the 1948 the first MARTINI Terrazza was born in Paris, make it the first of a cele-brating series.

The second and then the third gen-eration takes the lead of the com-pany, holding together the brand through the World Wars I and II with innovative ideas. When prohibition hit America, the team came up with different solutions in the form of non-alcoholic vermouth. Then they threw themselves into sport.art,in-dustry and society. Because the

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1970-2000

2000- 2014

In 2005 the mondo MARTINI Museum opened to the public , offering a fasci-nating insight into society and culture. In the recent years MARTINI returned to its foundation of “volere e’ potere – where there is a will there is a way , encour-anging everyone to live life to the fullest through a new fresh marketing approach When the world changes, listen.

MARTINI become a lifestyle, through an incredible celebrity endorsment and MARTINI become the glamourous way to enjoy a drink. At the same time, being deeply aware of its social role MARTINI began work on an envi-ronmental centre promoting sci-entific research and safeguarding farming.

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Our HeritageDecades of adventure lie behind martini success: travel to far-

away lands, brave innovation and avant-guarde marketing...

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OUR WORLD

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MARTINI is much more than just a company. MARTINI is much more

that just a drink.. Martini is a ritual, a myth..

MARTINI is the quintessential

italian lifestyle itself –

stilish,

elegant

full of “ gioia di vivere”.

When it pours, cheerfulness reigns inside.

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Our mission is all about

sharing a fullfilling life-style experience with our cus-

tomers, through the heritage and innovation

MARTINI products provide to them.

Our Mission Statement

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Our Essence

GLAMOROUS SHARING EXPERIENCE

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Friendship

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Our ValuesOur Brand Values are the emotional motivators of our

company and they are our guide for our behaviour. It is what is in our heart and in our glass.

Research of Excellence

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Expertise

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Responsibility

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Brand Personality

If MARTNI was a person it would be an attractive, glamourous and charismatic individual, with a great self-awarness. He would be the person to rely on, trustworthy and dedicated... but always positive, with a great desire to enjoy every second of his life. He knows that with the right attitude his glass will be forever full.

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Brand StrategyWhat is UNIQUE about our business?

WHY WE EXIST

HOW WE GROW

GOAL

FULFILLING DRINK EXPERIENCE

EXCELLENT PRODUCT& INNOVATIVE COMMUNICATION

INSPIRE THE WORLD AND MAKE EVERYBODY LIVE THEIR LIFE TO THE FULLEST

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Our Consumer

The MARTINI consumer is a cosmopolitan person.

Stilish, Confident and in love with life. He lives in a metropolitan city and is satisfied with his life, because he knows how to balance work and life pleasures.

He loves dining out with good company,always demanding the best quality.

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BRANDING GUIDELINES

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LogoThe famous ball & bar logo was registred for the fisrt time in 1929, becoming the most iconic symbol of our company. It’s distinctive, essential and memorable.

Logo identity

Corporate logo

x

x x

x

Clear Space: Always maintain cler space between the logo and other text or graphic.

51 mm

25 mm

Incorrect Logo

Logo Context

The logo must always be used in proper context to ensure brand integrity.

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Colour Palette

R 0 G 0 B 0 C 75 M 68 Y 67 K 90 L 0 a 0 b 0

R 212 G 6 B 27 C 10 M 100 Y 100 K 2 L 45 a 70 b 51

R 210 G 175 B 94 C 19 M 29 Y 75 K 1 L 73 a 6 b 46

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Typeface

MarvenProRegular abcdefghijklmnopqrstuvwxyz 1234567890 £&*?! ABCDEFGHIJKLMNOPQRSTUVWXYZ

MARVENProBlackabcdefghijklmnopqrstu-vwxyz 1234567890 £&*?! ABCDEFGHIJKLM-NOPQRSTUVWXYZ

MarvenProBlackMEDIUMabcdefghijklmnopqrstuvwxyz 1234567890 £&*?! ABCDEFGHIJKLMNOPQRSTUVWXYZ

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ProductMartini is synonym of excellence. And excellence is the core of our product.We use more than 40 nature’s finest botanicals across all the worlds’s conti-nents and the skill of our craftmen to capture each unique aroma and fla-vour. Each single bottle is the liquid rapresentation of MARTINI personality and story. Cheers!

MARTINI ROSSO

RICH and AROMATIC

MARTINI BIANCO

GENTLE, SOFT AND HARMONIOUS

MARTINI DRY

FRISKY AND LIGHT

MARTINI ROSATO

SPICED AND CLASSY

MARTINI BITTER

PERKY AND SWEET SPICE

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MARTINI ROYALE ROSATO A peppy combination of Martini rosato and Italian wine.

MARTINI ASTI

GENTLE and sweet

MARTINI PROSECCO

Brisk and BALANCED

MARTINI BRUT’

FRUITY and fresh

MARTINI ROYALE BIANCO An harmonious fusion of Mar-tini Bianco and Italian wine

MARTINI ROSE’ Perfumed and

ELEGANT

MARTINI GRAN LUSSO 150 ANNI

Our luxurious product to celebrate the 150th Anniversary of the MARTINI company.

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COMMUNICATION GUIDELINES

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PicturesMARTINI pictures and illustrations capture a playful-

ness and cheerful atmosphere. They are classy, elegant and bold.

Life is here to enjoy

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Advertising

BOLD. EXPRESSIVE. CHEERFUL. VERY MARTINI.

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Tone of VoiceIn the course on two centuries MARTINI has always used the same lan-

guage: firsty to make itself known and then to be appreciated. It own language, personal, unmistakable, inimitable.

WORDS WE LIKE

Luck

Sharing Imagination

Connection

Glamour Caress

Elegance

Heritage

Experience Sensuality

Sophistication Smart

Friend life-style

WORDS WE DON’T LIKE

Typical

Alone Common

Boring

Irresponsible Fast

Monotonous Usual

Spiritless Stress

Untasteful

Plainness

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Hall of FameYears before the concepts of trendsetters, MARTINI knew that influential people would always be its greatest advertisement.In a natural progression of the time MARTINI was becoming closely associated with the celebrities and stars from all over the world.There is nothing like a glass of MARTINI in glamourous hands...

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Martini Terrazza

MARTINI TERRAZZA is an extraordi-nary idea to communicate the true essence of the brand in real world. In these sophisticated location guests discovered the real-life embodiment of MARTINI world:

GLAMOUR AND QUALITY.

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Martini Museum

Kylix, an Ancient Greek cup ,is the symbol for the Martini Museum of wine making. Kylix has a particular design feature: a painted scene on the interior base that re-veals itself to the drinker as they enjoy their wine. The delight of sharing a drink with friends was a cherished part of ancient Greek cul-ture and MARTINI continues this phylosophy to this days.

The good life is out there, you simply have to embrace it.

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Miriam Bakkali WORDS: 1028

martini

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