STYLE GUIDE
MAIN COLORS
SECONDARY COLORS
HEADER AND BODY COPY TREATMENT
BOLD COMPRESSED
ABCDEDFHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
TRADE GOTHIC NEXT LT PRO
COMPRESSED
ABCDEDFHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
BODY COPY TREATMENT
Condensed
ABCDEDFHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Bold Condensed
ABCDEDFHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
HEADER
BOLD COMPRESSED
Header is always BOLD COMPRESSED and in ALL CAPS
SUBHEADER
BOLD CONDENSED ALL CAPS
BODY COPY
CONDENSED
BOLD CONDENSED
Subheader is in a black or white box, BOLD CONDENSED or CONDENSED and in ALL CAPS
Subheader or header cut out of white or black box to reveal image behind Body copy is sentence case, and either white or black type
Headers within a carousel can be sentence case and Bold Compressed.
SLICE OF LIFE
Carousel with first photo featuring the chef interviewed and second frame is a sound bite of the interview, showing the quote.
KNIFE OF THE MONTH
Carousel of an average of 6 photos with a variety of angels and settings.
PRODUCT REVIEWS
Include product photo, reviewer’s name, their star rating, and the quote.
FOOD TRENDS
Carousel featuring recipes from food blogs or social accounts centered around a trend/theme. Will tag and call out location, restaurant, and recipe.
PRODUCT VIDEOS
Showcasing the product in use is the best performing posts.
PRODUCT REVIEWS
SLICE
KNIFE OF THE MONTH
FOOD TRENDS
SQUARE
Sharp and clean look with square containers for header background, image containers, and additional markings.
OPAC HEADER
White box atReveals the image behind the image.
LINES
Design element used to underline, use as a way to divide up sections, and a decorative element.
Header text cut out of white bar at 60% to 100% opacity.
Line divides headline and body copy
Solid White Box containing text.
Rounded Shape
Outlined square
MAIN COLORS
SECONDARY
COLORS
HEADER TREATMENT
BOLD COMPRESSED
ABCDEDFHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
MYRIAD PRO
BOLD
ABCDEDFHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
BOLD AND BLACK
ABCDEDFHIJKLM NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
MYRIAD PRO
BODY COPY TREATMENT
ABCDEDFHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
REGULAR
ABCDEDFHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 1234567890
HEADER
BOLD COMPRESSED
Bold and outline section/word to add visual interest
SUBHEADER
BOLD CONDENSED ALL CAPS
BODY COPY
CONDENSED REGULAR
BOLD CONDENSED
Subheader is in a black or white box, BOLD CONDENSED or CONDENSED and in ALL CAPS
Subheader or header cut out of white or black box to reveal image behind Body copy is sentence case, and either white or black type
Headers within a carousel can be sentence case and Bold Compressed.
COLLABS
Working with an influencer featuring our product on their feed organically.
MOVERS AND SHAKERS
Interview with a bartender who uses Barfly tools.
BARTENDING CULTURE
Include bars that are killing it in the industry, photos of events and lifestyle shots of bartenders.
COCKTAIL TRENDS
Carousel featuring recipes from food blogs or social accounts centered around a trend/theme. Will tag and call out location, restaurant, and recipe.
PRODUCT PHOTOS
AND VIDEOS
Showcasing the product in use is the best performing posts.
BARTENDING CULTURE
PRODUCT PHOTOS AND REVIEWS
COCKTAIL TRENDS
OVERLAP
Overlap the text with product.
MINIMAL DESIGN
Focus on clean lines and lots of room for the photos to breath.
LINES
Design element used to underline, use as a way to divide up sections, and a decorative element.
Clean grid, minimal design, line to break header from copy
Overlap text with product/ drinks and the overlapped section is outlined
