Pouring new life into POWERS, the World’s oldest Irish whiskey.
How do you dust off a 200-year old, much-loved pot still whiskey and drag it from the back of Grandpa’s dusty drinks cabinet into today’s modern Ireland? And, how do you launch it in the U.S. where the dominant Irish whiskey is the inferior Jameson’s?
The key to success proved to be unearthing something very few products have – a true USP. To create POWERS, the centre-cut (or the ‘heart of the distillate’ to be more technical) is all the whiskey that remains following a process that involves boiling off and discarding more whiskey than any sane maker would ever dare. Their aim: keep only the best through a process unchanged since 1791.
Pouring new life into POWERS, the World’s oldest Irish whiskey.
How do you dust off a 200-year old, much-loved pot still whiskey and drag it from the back of Grandpa’s dusty drinks cabinet into today’s modern Ireland? And, how do you launch it in the U.S. where the dominant Irish whiskey is the inferior Jameson’s?
The key to success proved to be unearthing something very few products have – a true USP. To create POWERS, the centre-cut (or the ‘heart of the distillate’ to be more technical) is all the whiskey that remains following a process that involves boiling off and discarding more whiskey than any sane maker would ever dare. Their aim: keep only the best through a process unchanged since 1791.
Pouring new life into POWERS, the World’s oldest Irish whiskey.
How do you dust off a 200-year old, much-loved pot still whiskey and drag it from the back of Grandpa’s dusty drinks cabinet into today’s modern Ireland? And, how do you launch it in the U.S. where the dominant Irish whiskey is the inferior Jameson’s?
The key to success proved to be unearthing something very few products have – a true USP. To create POWERS, the centre-cut (or the ‘heart of the distillate’ to be more technical) is all the whiskey that remains following a process that involves boiling off and discarding more whiskey than any sane maker would ever dare. Their aim: keep only the best through a process unchanged since 1791.
Pouring new life into POWERS, the World’s oldest Irish whiskey.
How do you dust off a 200-year old, much-loved pot still whiskey and drag it from the back of Grandpa’s drinks cabinet into today’s modern Ireland? And, how do you launch it in the U.S. where the dominant Irish whiskey is the inferior Jameson’s?
The key to success proved to be unearthing something very few products have: a true USP.
To create POWERS, the centre-cut—or the ‘heart of the distillate’ to be more technical—is all the whiskey that remains following a process that involves boiling off and discarding more whiskey than any sane maker would ever dare. Their aim: keep only the best through a process which remains unchanged since 1791.
Pouring new life into POWERS, the World’s oldest Irish whiskey.
How do you dust off a 200-year old, much-loved pot still whiskey and drag it from the back of Grandpa’s drinks cabinet into today’s modern Ireland? And, how do you launch it in the U.S. where the dominant Irish whiskey is the inferior Jameson’s?
The key to success proved to be unearthing something very few products have: a true USP. To create POWERS, the centre-cut—or the ‘heart of the distillate’ to be more technical—is all the whiskey that remains following a process that involves boiling off and discarding more whiskey than any sane maker would ever dare. Their aim: keep only the best through a process which remains unchanged since 1791.
Role
Advertising, Art Direction, Branding, Design, Typography
Deliverables
Brand Platform, Campaign
Produced while working at Rothco
Role
Advertising, Art Direction, Branding, Design, Typography
Deliverables
Brand Platform, Campaign
Produced while working at Rothco
Role
Advertising, Art Direction, Branding, Design, Typography
Deliverables
Brand Platform, Campaign
Produced while working at Rothco
Role
Advertising, Art Direction, Branding, Design, Typography
Deliverables
Brand Platform, Campaign
Produced while working at Rothco
Role
Advertising, Art Direction, Branding, Design, Typography
Deliverables
Brand Platform, Campaign
Produced while working at Rothco
When others zigged, POWERS zagged. For two whole centuries.
In a fast-moving world where brands change daily, how refreshing it is to find one truly undeterred by fashions or fads. POWERS single-mindedly stuck to its guns, knowing the right way to create their whiskey from the very first drop.
When others zigged, POWERS zagged. For two whole centuries.
In a fast-moving world where brands change daily, how refreshing it is to find one truly undeterred by fashions or fads. POWERS single-mindedly stuck to its guns, knowing the right way to create their whiskey from the very first drop.
When others zigged, POWERS zagged. For two whole centuries.
In a fast-moving world where brands change daily, how refreshing it is to find one truly undeterred by fashions or fads. POWERS single-mindedly stuck to its guns, knowing the right way to create their whiskey from the very first drop.
When others zigged, POWERS zagged. For two whole centuries.
In a fast-moving world where brands change daily, how refreshing it is to find one truly undeterred by fashions or fads. POWERS single-mindedly stuck to its guns, knowing the right way to create their whiskey from the very first drop.
When others zigged, POWERS zagged. For two whole centuries.
In a fast-moving world where brands chop and change daily, how refreshing it is to find one truly undeterred by fashions or fads. POWERS single-mindedly stuck to its guns, knowing the right way to create their whiskey from the very first drop.
Creating a look to stand out from the pack.
The original founders were truly meticulous people, driven by a desire to do things differently and their way from day one.
The classic whiskey world is one full of hues of gold, black and dark wood, allied to self-indulgent copy that harkens back to a gentler age. We purposely chose to side-step this.
Examining the true heritage of the brand, POWERS deserved a modern, bolder visual language and tone.
Creating a look to stand out from the pack.
The original founders were truly meticulous people, driven by a desire to do things differently and their way from day one.
The classic whiskey world is one full of hues of gold, black and dark wood, allied to self-indulgent copy that harkens back to a gentler age. We purposely chose to side-step this.
Examining the true heritage of the brand, POWERS deserved a modern, bolder visual language and tone.
Creating a look to stand out from the pack.
The original founders were meticulous people, driven by a desire to do things differently and their way from day one.
The classic whiskey world is one full of hues of gold, black and dark wood, allied to self-indulgent copy that harkens back to a gentler age. We purposely chose to side-step this.
Examining the true heritage of the brand, POWERS deserved a modern, bolder visual language and tone.
Creating a look to stand out from the pack.
The original founders were meticulous people, driven by a desire to do things differently and their way from day one.
The classic whiskey world is one full of hues of gold, black and dark wood, allied to self-indulgent copy that harkens back to a gentler age. We purposely chose to side-step this.
Examining the true heritage of the brand, POWERS deserved a modern, bolder visual language and tone.
Creating a look to stand out from the pack.
The original founders were truly meticulous people, driven by a desire to do things differently and their way from day one.
The classic whiskey world is one full of hues of gold, black and dark wood, allied to self-indulgent copy that harkens back to a gentler age. We purposely chose to side-step this.
Examining the true heritage of the brand, POWERS deserved a modern, bolder visual language and tone.
A glass all of its own.
The bespoke POWERS glass was conceived as a remarkable way of representing the distilling process. The measure sits dead-centre within, acting as a spirit level denoting the ‘centre-cut’ itself helping the consumer grasp how POWERS Irish Whiskey is made.
50,000 of the highly distinctive glasses were rolled out initially and the good news is, not only do whiskey aficionados love the drink, they love the glasses too as many of them are ‘disappearing’ as mementos; the very highest of compliments indeed.
The bespoke POWERS glass was conceived as a remarkable way of representing the distilling process. The measure sits dead-centre within, acting as a spirit level denoting the ‘centre-cut’ itself helping the consumer grasp how POWERS Irish Whiskey is made.
50,000 of the highly distinctive glasses were rolled out initially and the good news is, not only do whiskey aficionados love the drink, they love the glasses too as many of them are ‘disappearing’ as mementos; the very highest of compliments indeed.
A glass all of its own.
The bespoke POWERS glass was conceived as a remarkable way of representing the distilling process. The measure sits dead-centre within, acting as a spirit level denoting the ‘centre-cut’ itself helping the consumer grasp how POWERS Irish Whiskey is made.
50,000 of the highly distinctive glasses were rolled out initially and the good news is, not only do whiskey aficionados love the drink, they love the glasses too as many of them are ‘disappearing’ as mementos; the very highest of compliments indeed.
A glass all of its own.
The bespoke POWERS glass was conceived as a remarkable way of representing the distilling process. The measure sits dead-centre within, acting as a spirit level denoting the ‘centre-cut’ itself helping the consumer grasp how POWERS Irish Whiskey is made.
50,000 of the highly distinctive glasses were rolled out initially and the good news is, not only do whiskey aficionados love the drink, they love the glasses too as many of them are ‘disappearing’ as mementos; the very highest of compliments indeed.
A glass all of its own.
The bespoke POWERS glass was conceived as a remarkable way of representing the distilling process. The measure sits dead-centre within, acting as a spirit level denoting the ‘centre-cut’ itself helping the consumer grasp how POWERS Irish Whiskey is made.
50,000 of the highly distinctive glasses were rolled out initially and the good news is, not only do whiskey aficionados love the drink, they love the glasses too as many of them are ‘disappearing’ as mementos; the very highest of compliments indeed.
A modern voice for an ancient whiskey.
It seemed entirely appropriate to create a bespoke typeface for the POWERS Irish Whiskey of today. Inspired by the classic logo, POWERS Grotesk Headline marries the original pointed serifs with a condensed display face to create a modern voice for the brand. With it, POWERS speaks with clarity, purpose and utter confidence.
A modern voice for an ancient whiskey.
It seemed entirely appropriate to create a bespoke typeface for the POWERS Irish Whiskey of today. Inspired by the classic logo, POWERS Grotesk Headline marries the original pointed serifs with a condensed display face to create a modern voice for the brand. With it, POWERS speaks with clarity, purpose and utter confidence.
A modern voice for an ancient whiskey.
It seemed entirely appropriate to create a bespoke typeface for the POWERS Irish Whiskey of today. Inspired by the classic logo, POWERS Grotesk Headline marries the original pointed serifs with a condensed display face to create a modern voice for the brand. With it, POWERS speaks with clarity, purpose and utter confidence.
A modern voice for an ancient whiskey.
It seemed entirely appropriate to create a bespoke typeface for the POWERS Irish Whiskey of today. Inspired by the classic logo, POWERS Grotesk Headline marries the original pointed serifs with a condensed display face to create a modern voice for the brand. With it, POWERS speaks with clarity, purpose and utter confidence.
A modern voice for an ancient whiskey.
Inspired by the classic logo, POWERS Grotesk Headline marries the original pointed serifs with a condensed display face to create a modern voice for the brand. With it, POWERS speaks with clarity, purpose, and utter confidence.
