Responses by Conor Smyth, design, Backbar Studios
Background: Irish Whitetail Distillery was founded by husband and wife, Nickolas and Violetta Boyle. The task was to create a whiskey brand and packaging that was inspired by their family history of emigration from Ireland to Michigan.
Reasoning: The brand was created with the vision of telling the story of Nickolas’s family history and their journey to the United States in the 1800s. Nickolas and Violetta had to sail to the United States in coffin ships and once they reached Lake Michigan, where they ended up residing, hunting whitetail deer was imperative to their survival.
Challenges: Telling an entire story on a label can be a difficult task, but it was one we were determined to do. That’s where the concept for overlapping tickets and licenses came in. It insured that we told the full story as well as creating a unique label design.
Visual influences: The label pulls inspiration from passenger boarding tickets from the 1800s and American hunting licenses. We also pulled inspiration from old documents to font styles to illustrative styles to logos that reflected round stamps.
Time constraints: The job had to be done in a matter of weeks. Some extra time would have been nice, but such is the story for every branding job.
Specific demands: To ensure the full story was being told and marrying the concept of Ireland and the United States together made the job much more difficult, but with the concept we provided, it worked out pretty well.