5. 5
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
6. 6
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
8. 8
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.
9. 9
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
10. 10
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.
11. 11
Our Heritage
Decades of adventure lie behind martini success: travel to far-
away lands, brave innovation and avant-guarde marketing...
13. 13
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.
14. 14
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
19. 19
Our Values
Our 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
23. 23
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.
24. 24
Brand Strategy
What 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
25. 25
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.
27. 27
Logo
The 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
xx
x
Clear Space:
Always maintain cler space between
the logo and other text or graphic.
51 mm
25mm
Incorrect Logo
Logo Context
The logo must always be used in proper
context to ensure brand integrity.
28. 28
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
30. 30
Product
Martini 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, SOFTAND HARMONIOUS
MARTINI DRY
FRISKY AND LIGHT
MARTINI ROSATO
SPICEDAND CLASSY
MARTINI BITTER
PERKY AND SWEET
SPICE
31. 31
MARTINI ROYALE ROSATO
A peppy combination of
Martini rosato and Italian
wine.
MARTINI ASTI
GENTLEand
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.
33. 33
Pictures
MARTINI pictures and illustrations capture a playful-
ness and cheerful atmosphere.
They are classy, elegant and bold.
Life is here to enjoy
35. 35
Tone of Voice
In 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
36. 36
Hall of Fame
Years 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...
38. 38
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.
39. 39
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.
