The Brief
Backbar Studios was approached to bring a boutique, artisan range of whiskeys to life, based on the spirit of ‘Mr. Fox’ the pseudonym Charles Stuart Parnell used to hide his illicit, now infamous, affair with Kitty O’Shea. Blending and distilling the influences of these complex and superbly crafted liquids (and the muse that inspired them), in to a disruptive new whiskey brand was an opportunity we grasped with both hands. Developed from a collaboration between renowned whiskey connoisseur Wayne Devlin and Michelin Star Chef Anthony Smith, of Mr Fox restaurant, it is easy to see how their brief asked us to push boundaries – fusing craft with artistry, history with sensory experience and story telling through taste. Importantly they also wanted it to feel urban and of Dublin city and to captivate youthful audiences.
The Approach
Based on the many facets of both the liquid and its namesake and that sweet spot where tradition and innovation collide, Backbar developed a master design approach that harked to historical references while disrupting with colour, artform and typography. In a competitive consumer marketplace, where ‘new and different’ is the ultimate desire and the ambition of many a new brand, sometimes it’s also worth remembering the past. We looked to historical archives and letterpress typefaces, re-interpreting an iconic story with a modern edge. Importantly, the approach needed to be two fold – single dram can packaging was also a lead design consideration, so we created a bold, flexible core design that could flex across multiple releases, packaging substrates and digital-first platforms.
The Result
‘Mr Fox’ Irish Whiskey is bold, distinctive, quirky and disruptive and immediately commands attention; everything a design inspired by one of the most iconic, maverick Irish political leaders of all time should achieve. Its unconventional appearance breaks the mould – an ode to an icon who never played by the rules. As a concept, it nods to the story of Parnell – the Uncrowned King of Ireland. Unapologetic colour, coded messages and contrasting letterpress typography has been used to echo his complex facets and oratory skills. The street art aesthetic combined with old world icons and coins, and hidden symbolism that is only revealed under a UV light, captures truths, complexity and secrets – all told to a new younger audience. Every detail in the design was a conscious decision to challenge the normal protocols of whiskey labelling. The collection has already secured an exclusive Global Travel Retail contract and continues to grow. There’s also inspirational mixology in the works – perfectly blending superb tasting Irish Whiskey with new ideals.