Creating a brand for a new generation of whiskey drinkers

Straight talking whiskey

The Aim

Dubliner Irish Whiskey is an approachable and smooth style whiskey from the Dubliner Liberties Distillery that had struggled to stand out. It traded off tradition and struggled to find an ownable point of difference. 

Our brief was to completely modernise the brand and deliver a  ‘straight up’ and ‘straight talking’ Irish whiskey that would bring to life the brand positioning and appeal to digital native consumers. 

Project

Dubliner Whiskey

Awards

Dieline Awards 2022
Shortlisted


Share

The Game

The brand aims to reach new consumers by simply telling them what they need to know and telling them straight – as only a Dubliner could do.

With very little equity in the previous identity, we stripped everything back to allow the whiskey to shine. The bold typographic logo (based on stencils used on whiskey casks) takes centre stage, to appeal to our digital native consumers who process and respond to visuals faster than words. And in keeping with our Straight talking philosophy, the label is pared back and to the point – sticking purely to the facts.

The Game

The brand aims to reach new consumers by simply telling them what they need to know and telling them straight – as only a Dubliner could do.

With very little equity in the previous identity, we stripped everything back to allow the whiskey to shine. The bold typographic logo (based on stencils used on whiskey casks) takes centre stage, to appeal to our digital native consumers who process and respond to visuals faster than words. And in keeping with our Straight talking philosophy, the label is pared back and to the point – sticking purely to the facts.

The Fame

Dubliner Irish Whiskey now has a clear and distinct positioning, with a look that’s reflective of the brand’s personality. Its new identity and strategic direction have unlocked a world of activation and collaboration that previously wouldn’t have been possible or credible for the brand.

And consumers have responding, with online engagement growing ten-fold to hit the 1 million mark.

The Fame

Dubliner Irish Whiskey now has a clear and distinct positioning, with a look that’s reflective of the brand’s personality. Its new identity and strategic direction have unlocked a world of activation and collaboration that previously wouldn’t have been possible or credible for the brand.

And consumers have responding, with online engagement growing ten-fold to hit the 1 million mark.

It’s been some journey with the Dynamo team, and I don’t think any other agency could have delivered what they did, from beginning to end. We came to them with a real commercial challenge - to capture the dynamic younger whiskey cohort - and they’ve been with us every step of the way, from a new creative platform, to packaging redesign to global toolkits and activations.

Caoimhe Good
Global Brand Manager
The Dublin Liberties Distillery

It’s been some journey with the Dynamo team, and I don’t think any other agency could have delivered what they did, from beginning to end. We came to them with a real commercial challenge - to capture the dynamic younger whiskey cohort - and they’ve been with us every step of the way, from a new creative platform, to packaging redesign to global toolkits and activations.

Caoimhe Good
Global Brand Manager
The Dublin Liberties Distillery

What we delivered

Brand strategy / Identity design / Brand world creation / Packaging design / Communications toolkit / Brand guidelines / Point of sale and merchandising guidelines / Apparel and Promotional