The Unfinished Picture

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.

CREDIT

  • Design Agency: Jones Knowles Ritchie
  • Organisation/Project Type: Agency, Published Commercial Design
  • Article Title: The Unfinished Picture
  • Brand / Project Name: Athrú
  • External Design Credits: Photographer: Ben Peter Catchpole 
  • Production Credits: Film Production Company: Brother Film Co 
  • Project Type: Consumer Brand Creation
  • Strategic Deliverables: Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
  • Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Brand Identity, Consumer Brand Guidelines, Consumer Structural Packaging Design, Consumer Brand Digital Design
  • Location: United Kingdom
  • Market Country: Multiple Countries
  • Market Region: Multiple Regions
  • Product Category: Spirits
  • Consumer Packaging Format: Bottle, Box
  • Consumer Substrate / Material: Glass, Pulp Carton

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