Craig Mackinlay of Breeze Creative has developed a new brand identity and packaging for The Irishman Whiskey portfolio following extensive in-depth reviews and focus groups by The Futures Company in New York, Hamburg and Seoul. The objective was to hone in and really refine the brand’s essence and establish what makes the brand so special to consumers globally. The message of ‘making it personal’ became central to the brand positioning and the new packaging features a portrait of Bernard Walsh ‘The Irishman’ on the label to reflect the quality of the brand and show confidence in the brand’s future.

The Irishman Brand was founded in 1999 by Bernard and his wife Rosemary in Co Carlow, the heart of Ireland’s premier barley growing region. They now export to over 36 countries spanning four continents and felt the identity and packaging needed to compete in design and image with the world’s greatest whiskies.

On the back of over 20 years’ experience in turning round the fortunes of various drinks’ brands amongst other things, Craig Mackinlay won the pitch against 7 leading UK and Irish agencies selected to tender by The Irishman and the Irish Food Agency, Bord Bia (who part-funded the project).

September 2013