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Kilbeggan brand and packaging redesign

Kilbeggan relaunches with a new identity and packaging designed by Bulletproof

Beam Global owned Irish Whiskey brand Kilbeggan, has relaunched to coincide with St Patrick’s Day with a refreshed brand identity and new packaging designed by International brand design agency Bulletproof.

Appointed to the project in June 2012, Bulletproof were briefed to create an iconic pack design that clearly communicates Kilbeggan’s premium status, its superior taste and and its Irish heritage, coming from “the world’s oldest Irish distillery.” Bulletproof were also tasked with creating a brand marque for the Kilbeggan Distilling Company, that would feature on pack and could also be used across the complete brand portfolio.

Commenting on the project Nick Rees, global creative director says: “Projects like this only come along once in a blue moon. A 256 year-old distillery set in the heart of Ireland, oozing with history, passion and most of all experts! A full immersion into the distillery and its beautiful product was a must. We arrived at the distillery on a grey and drizzly June morning and it quickly became apparent just how much of a local landmark the distillery was and just how important Kilbeggan Irish Whiskey was; not only to the people that produced it but also those who lived in the surrounding area. Everyone we met as part of our immersion educated us on the ‘romance’ of Irish Whiskey. Our job was to take all of the amazing heritage, pride, passion & expertise to a discerning global audience.”

Nick continues: “A defining moment in our journey was being shown the beautiful copper pot stills that had as much character and history as their surroundings. We brought the rich visual language of these physical elements into our label through styling, colour and subtle print finishes; the end result being a bottle that stays loyal to its small town roots whilst reflecting a superior quality and finesse that demands the attention of a global audience.”

Mo Doyle, account director adds: “The Kilbeggan journey has been pretty amazing from start to finish. It’s rare to work with a client and brand with such honesty, commitment and belief in their heritage. Those qualities have meant as an agency we can feel confident in what we have created. We’re looking forward to seeing it out there on shelves and enjoying our new found Irish Whiskey romance…uisce beatha!”