SLIABH LIAG //

SILKIE / BRAND WORLD / 2022 //

BRIEF //

Silkie Irish Whiskey from Donegal, Ireland had already established its brand and story behind its name, but had yet to conceive and develop its story to the wider world. A brand world was therefore needed to create a wider tonal brand message, visual direction and product inspiration to its consumers and trade partners.

SOLUTION //

Born out of the legendary Silkie – a siren from the sea who enchants men from the shore, familiar the world over and specific to those from Donegal – there are many stories told throughout the years. Not only did Silkie have a story itself to tell, but is there a better time to share stories when with friends over a glass of distinctive Irish Whiskey? A brand position of grand story telling was created through copy and visual communication for a brand world toolkit. Product key visuals depicting the different SKUs from moments of in from the cold in the pub, lifestyle key visuals of friends together either cosy indoors during the colder months or outside and enjoying the countryside in warmer climes, copy that lent itself to sharing moments together (and set to justified lines as a nod to story books of old), and assets created to encourage conviviality.

From this a lifestyle and secondary image library was sourced and curated, new product key visuals were devised and shot, key visual design guidelines were developed and implemented, and on/off trade assets were refined and artworked for production.

ROLE //

Creative Lead / Art Director / Designer

AN DULAMAN / BRAND WORLD / 2022 //

BRIEF //

Similar to Silkie, An Dulaman (a gin, not a whiskey) had already established its brand and story behind its name, but had yet to conceive and develop its story to the wider world. A brand world was therefore needed to create a wider tonal brand message, visual direction and product inspiration to its consumers and trade partners.

SOLUTION //

Due to a limited time on the project due to other commitments, I was only able to establish a design and creative direction for the brand, and therefore not able to guide the project to its delivery. However, through the unique story of An Dulaman gin having its key flavour note from seaweed – a shy native variant of Donegal that only appears at low tide during the night – a layered and voyeuristic approach was applied. Graphical wave design assets were applied to all visual communication at varying heights – to reference the tide – that if you looked carefully, housed the waves were glimpses of the Sweet Kombu, Dulse, Pepper Dulse, Dulaman and superfood Carrageen Moss seaweeds. Product key visuals were captured from above, with the bottle lying amongst its serves, ingredients and complimentary foods.

ROLE //

Creative Lead