CAP Gin Brand Book

CAP Gin Brand Book

V1

CAP Gin Brand Book

Our Brand Brand Positioning Brand Promise Brand Values

Visual Identity Logo

Typography

Colour Palette Photography

Illustration Assets Packaging Front & Back Labels

Cork Stopper & Foil Cap Verbal Identity Overview

Tone of Voice Principles Writing Examples

OUR B

BRAND

Brand Positioning

Premium French, Côte d’Azur Lifestyle brand that builds on the unique and untouchable history, heritage, glamour and character of the Côte d’Azur

Brand Promise

The unique quality that the consumer is buying “The spirit of the coast�

L’ E S P R I T D E L A C Ô T E

Brand Values

TR ANSPORTING Taking you to a place of good times that satisfy the inner pleasure principle, through a captivating brand and drinks experience.

TRAITS Exciting Captivating Charming

Brand Values

AU T H E N T I C A gin born out of the Côte d’Azur, made with botanicals from the lush and bountiful countryside of Provence, Côte d’Azur and Haute Maritime to give an authentic expression of the South of France.

TRAITS Authoritative Original Credible

Brand Values

E XC ELLENC E Crafted by one of the world’s leading master distillers, using the finest of ingredients, facilities, and expert distilling techniques, we create gin that is perfectly balanced and of outstanding quality TRAITS Premium Expert Consistent

CAP Gin Brand Book

Visual Identity Logo

Typography

Colour Palette Photography

Illustration Assets Packaging

Front & Back Labels

Cork Stopper & Foil Cap

VISUAL I

IDENTIT Y

Logo

Large logo

Small logo for use below 20mm widths

20mm

Typography

HE ADINGS – FUTUR A MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 6 7 8 9 0 ! @ £ $ % ^ & * ( ) _ + { } []:;”’|\<,>.?/ Sub Headings – Source Sans Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+{}[]:;”’|\<,>.?/ Body Copy – Source Sans Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*()_+{}[]:;”’|\<,>.?/

HEADINGS SET IN FUTURA (MEDIUM) Sub headings set in Source Sans Semi Bold Body copy set in Source Sans Pro Regular Turi offic tota volorporis nullab il is et qui omnia corestrum assi opta commolupta sunt ut hari ut doluptatium fuga. Dae maio volum.

Lis asperferiate sitas est fuga. Lore rem eum vendeligendi od moles minum vendi derum dusciis eosam niment pa cores ab illigenitate.

Colour Palette

CAP Teal CMYK 91 10 0 60 RGB 9 93 103 Pantone 5473c # 095D67

CAP Sand CMYK 7 5 12 0 RGB 241 239 230 # F1EFE6

CAP Shimmer CMYK 8 0 2 25 RGB 177 192 189 Pantone 5517c # B1C0BD

CAP Marine Blue CMYK 100 34 0 77 RGB 0 38 58 Pantone 539c # 00263A

CAP Black CMYK 0 0 0 98 RGB 36 36 35 # 242423

CAP Marine Blue (over print) CMYK 82 30 0 83 RGB 8 31 44 Pantone 5395c # 081F2C

CAP Silver Silver foil Pantone

White CMYK 0 0 0 0 RGB 255 255 255 Pantone XXXc # FFFFFF

Photography

Illustration Assets

C AP DIVERS The CAP divers are a visual asset which appear in the background of the bottleâ&#x20AC;&#x2122;s back label. They are reflective of the brandâ&#x20AC;&#x2122;s exciting, captivating and charming brand positioning. Used sparingly they add a touch of sophistication and fun to key branded touch points.

Illustration Assets

G E OM E T R I C R E P E AT The CAP Gin geometric repeat is used in the background of the bottle’s front label. Inspired by the classic retro repeats synonymous with designs from the 20’s & 30’s, this asset suits being used in packaging to add sophistication and depth to large areas of flat colour.

CAP Gin Brand Book

Packaging Front & Back Labels

Cork Stopper & Foil Cap

PAC K A

AGIN G

Front Label

Back Label

43% Vol. 70cl

Back Label (reverse)

Cork Stopper

Foil Cap

OTH

HER

Website

CAP Gin Brand Book

Verbal Identity Overview

Tone of Voice Principles Writing Examples

VERBAL I

IDENTIT Y

Verbal Identity

C OMMU N I C AT I N G L’ E S P R I T D E L A C Ô T E D ’A Z U R The CAP Tone of Voice principles are directly related to our three core values: Transporting, Authentic and Excellence.

We use them to set a general tone for our writing, one that articulates and extends our unique brand character.

Tone of Voice Principles

TR ANSPORTING TOV Principle – We are storytellers We craft captivating prose that evokes a feeling of leisure and luxury.

THIS MEANS: We don’t over embellish or boast. We keep it cool.

We don’t over explain or over punctuate.

We don’t use overly flowery terms, the Côte is fragrant enough.

Tone of Voice Principles

AU T H E N T I C TOV Principle – We are influencers We are an original voice that leads the conversation, not follows.

THIS MEANS: We do not borrow, mimic or recreate – we create.

We don’t try too hard to be liked or to be on trend – we are timeless.

We don’t exaggerate or make unsubstantiated claims.

E XC ELLENC E TOV Principle – We are refined We are confident about the quality of our product, not arrogant about it.

THIS MEANS: We don’t need to sell ourselves too hard. Less is more.

We don’t make jokes or wisecracks – we use wit and off-the-cuff humour sparingly.

We are direct and expressive, but not loud and brash

T H E B A D, T H E U G LY, THE GOOD Writing examples

SERVE Too rich

Too playful

Just right

Relive the opulence 1 and gay abandon of the Jazz Age French Riviera.2 Recreate Ernest Hemingway’s legendary Montgomery 3 Martini with ratio of 15 parts gin to one vermouth.4 A refreshing serve that’s drier than the Cap D’Antibe in August. 5 #GinLovers #Ginspirational

Want to make an incredible cocktail1 with a bit of ooh la la2 for the #weekend? Mix gin with vermouth and share the results with a selfie! #EtVoila #CAPtheWeekend #Winning 3

Nothing says cool refinement like a Dry Martini. Whatever your preferred take on the classic, make it sing with the spirit of the Côte #CAPgin #CAPduSur #LespritdelaCote #CAPsoiree #StirredNotShaken

1

We don’t use vocabulary that is too rich We don’t use terms that age the brand 3 We are modern and creative, we don’t recreate old serves 4 We don’t need to spell out a particular Martini recipe 5 We don’t make jokes

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2

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We don’t use hyperbole We don’t use French-isms, we speak French 3 We don’t use frivolous hashtags

E V E N T/ L A U N C H Too rich

Too playful

Just right

We’re delighted to announce the launch 1 of the #CAPGin bar at this years #CannesLions. Join us as we toast the cream of international creativity with classic 2 cocktails and aperitifs.

We’re all going on a summer holiday!

1 We’ll be getting our groove on 2 at #CannesLions this month drinking Gin & Ting 3 in the sun!! #Yeahbaby #Cannes

We don’t use PR filler or overly conversational language 2 We must assume a certain degree of knowledge

1

‘Surround yourself with people who talk about ideas, not just other people.’ We couldn’t agree more – or resist adding a G&T to the mix. Meet us at the CAP Gin bar @Cannes_lions this summer #CAPgin #LespritdelaCote #CAPCannes

1

We don’t use exclamation marks We don’t use overly informal language 3 We would never drink for the sake of it.

2

B R A N D/ P R O D U C T Too rich

Too playful

Just right

We’ve strived to create 1 a rare, exceptional and extraordinary gin that truly encapsulates 2 the spirit of the Côte d’Azur. By using botanicals that are native to region and creating experiences inspired by the golden age of the French Riviera. 3

Love gin? 1 Then you’ll love CAP Gin! Made by master gin makers using the richest pickings of the French Riviera, it’s is delicious! 2 #CAPtastic #Ginsanity

Exceptional and extraordinary in every measure. CAP is a crisp, elegant and refined gin infused with ingredients that are synonymous with the Côte d’Azur. A true expression of the region #CAPgin #CAPduSur #LespritdelaCote

We don’t strive, we do 2 We don’t over elaborate 3 We don’t over elaborate

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1

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We don’t ask unintelligent questions We don’t make unsubstantiated claims