Dubliner Irish Whiskey, big on flavour, low on bullsh*t
QUINTESSENTIAL SPIRITS – STRATEGY & BRAND REFRESH
In a whiskey world, crowded with tales of heritage, craft, folklore and endless jargon, younger whiskey drinkers felt overwhelmed by what's fact or fiction.
We drove a top-to-bottom repositioning of Dubliner Whiskey with Quintessential Spirits. Shaping it from the ashes into a singleminded brand proposition, loaded with relevance and completely lacking in fluff.
For the packaging design, we threw out the rule book, parking faux heritage visual trickery for bold graphic forms that underpin the no nonsense mission of the brand while delivering formidable visibility.
The brand has enjoyed unprecedented triple digit growth since launch, by tapping into a completely new cohort of younger whiskey consumers. What's not to love.
Our role
BRAND STRATEGY
PACKAGING DESIGN
BRAND WORLD CREATION
The new packaging opened the door for the brand to act in a bolder, more contemporary way. It allowed us to move beyond traditional limitations, connect with younger audiences, attract culturally relevant collaborators, and drive strong growth in our social following and engagement.
