Diageo - The Bar
The beverage industry is abundant with click to purchase or recipe sites. TheBar.com was just that, an existing cocktail recipe website that featured iconic Diageo brands, like Captain Morgan, Tanqueray, Johnnie Walker, Ciroc etc. The brand was tired, a little neglected and needed some love.
The Bar is a mindset. It’s no longer just about going out for drinks. It’s also about elevating moments at home. Ones that have become all too common for everyone. By curating Diageo’s broad and diverse range of brands, partners and expertise, The Bar can help everyone add that personal touch to any occasion at home.
The Bar is a digital native brand that has been created for the omni-channel experience. We have designed an identity that has scaled globally into 10 markets so far and have created a design system, toolkit and global photoshoot that is being applied across many channels including websites, social campaigns, packaging, wrapping paper, gift tags, postcards, retail store, bags, signage, motion and sonic branding to name a few. The Bar is a platform that is changing the way you can enhance your drinks experience at home.
Critical Mass is a team of 1500 inspired folks based in 12 offices around the world. We provide full-service digital capabilities for the greatest brands on Earth, but our secret sauce is our uncompromising design standards, our relentless focus on customers, and an ability to put powerful new technologies to work for our clients. We’re sought by brands who strive for connected digital ecosystems, and we help them get there by gaining deep insight into their consumer and orchestrating data, AI, design, media, and tech stacks around human stories.
We’re a global agency founded in Canada, but digital is our home. If you know us, then you know we’re a special, quirky place that attracts big talent and tiny egos. (We actually give out a “so F-n nice” award—lots of them). But just because we’re friendly doesn’t mean we’re not a force to be reckoned with. We’re driven. Relentless. We live our values and hold ourselves to uncompromising design standards (which is probably why our clients stick with us for 7 years, on average). We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).
We’re Critical Mass, but our friends call us CM. Please call us CM!
