Diageo report by Radley Yeldar

Radley Yeldar has designed a corporate brochure for Diageo, the company created from the Guinness and Grand Met merger (DW 7 November 1997).

According to the client, the consultancy won the job after a three-way unpaid creative pitch against Carr Kamasa, which has designed numerous annual reports for Grand Met, and Wolff Olins, which came up with the Diageo name and identity.

David Ritsema, sales director at Radley Yeldar explains: “Our brief was to translate the Wolff Olins strapline ‘We make lips smile’ into brochure form, highlighting consumer enjoyment while retaining a corporate feel.”

The group has also developed a brochure for UDV, the newly created spirits arm of Diageo. UDV is the result of the merger of UD and IDV (respectively Guinness and Grand Met’s spirits wings).

The corporate brochures, produced in 22 languages, will be rolled out worldwide over the next few months.

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