The Unfinished Picture

Jones Knowles Ritchie – Athrú

Hidden on a peninsula on Ireland’s Wild Atlantic Way, a historical house had fallen into disrepair and a factory lay disused. An idea was sparked: repurpose the factory into a distillery, simultaneously regenerating a historical landmark and transforming a local community. Our task was to create a brand that would deliver this vision.Embracing the long-term nature of this project, we landed on the idea of an ‘unfinished picture’; something that would never be complete, ever-evolving over time. Out of this came Athrú – a whiskey with a vision for change.Every detail of the brand, from the name (Gaelic for ‘change’) through to the word mark and limited edition casks, reveals more of the brand’s character and builds on its long term purpose. A progressive nature and sense of intrigue is expressed through typography, tone of voice and imagery, giving a taste of what lies ahead.