Brand evolution - Stranger and Stranger

Martini: Brand evolution

Refreshing a global icon

Our brief:

To refresh and reinvigorate
Add richness and authenticity
Create a visual link between vermouths and sparkling wines
Reintroduce a link on pack to Martini racing
Add NPD across the Martini portfolio.

An iconic heritage brand in both vermouth and wine. An iconic word mark.

But… as with a lot of brands in the early 00’s they gradually lost a lot of their heritage story and premium credentials. Declining shelf presence, looking tired and dated. Not proud. No feeling of being Italian.

An iconic heritage brand in both vermouth and wine. An iconic word mark.

But… as with a lot of brands in the early 00’s they gradually lost a lot of their heritage story and premium credentials.

Declining shelf presence, looking tired and dated. Not proud. No feeling of being Italian.

Positioning & style

We were briefed to make the brand something to be proud of, to be Inherently Italian. “Be bold, expressive, stylish, be more Martini”.

Inspiration

Martini has a wealth of heritage. One thing had been a constant – the use of The Dublin International Certificate as their label since 1870 to 2007.

What we did

We developed everything from the ground up, which included redrawing the iconic ball and bar brand mark and providing a suite of assets that can be used for storytelling both on and off pack.

What we did

Finished Pack

Core range

Touchpoints & guidelines

Comprehensive BVI guidelines informs look and feel for everything from signature serves to uniforms, to installations and displays. Every touchpoint should have synergy and style.

CLIENT COMMENT

“Italians are now proud to put Martini back on the table”

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