DIAGEO – THE BAR

Social Toolkit

Creating an easy-to-use toolkit for cohesive messaging for The Bar's global social accounts.


Diageo’s The Bar is a spirits vendor operating globally, with a social media presence that is visually all over the place – even within the same markets. An easy, recognisable and cohesive way for in-house teams, worldwide markets and partner agencies to create social assets for The Bar was needed. The various brands sold at Diageo's The Bar all use very different brand languages and create a very diverse set of visuals – so how do you present all these brands in a unified way?

We created a variable toolkit that provides occasion-specific guidance and easy-to-use templates.The system we designed contained easy-to-use visual system based on shapes and patterns and showed how to map this against the 3 tone of voice pillars we defined. We also provided templates and guidance centred on different kinds of posts (eg offers, recipes, product spotlights, tips, occasions). The in-house team and the markets have successfully adopted the toolkit, and visual cohesion of The Bar social assets have become more aligned across markets.

ROLE
CONCEPT & ART DIRECTION

SKILLS
CONCEPT • ART DIRECTION •
BRANDING • SOCIAL • GUIDELINES

PROJECT TYPE
SOCIAL

Successfully adopted guidelines have helped lift the quality and cohesion of The Bar’s social channels