Redbreast Irish Whiskey

Agency: Nude Brand Creation
Creative Director: Mike Parsonson
Designer: Lizy de los Santos
Production Manager: Jamie Ashdown-Parkes
Illustrator: Alex Machin
Typographer: Geoff Halpin
Project Type: Produced
Client: Irish Distillers
Location: London, UK
Packaging Contents: Whiskey
Packaging Substrate / Materials: Glass Bottle, Paper

New Redbreast packaging set to broaden brand’s appeal and recruit a new audience

Irish Distillers have unveiled a new look for their iconic Redbreast range, more than a century after the brand was first introduced.

Nude Brand Creation partnered with the revered Irish brand to develop the new packaging, with the aim to highlight Redbreast’s strong heritage and endearing brand personality, whilst also broadening its appeal to a new audience of consumers driven by curiosity, discovery and authenticity.

Bottle labels now feature the Robin Redbreast, hand-drawn by Irish illustrator Denise Nestor, dynamically brought to life in different stages of flight across the range. Tasting notes on the front label have been added to showcase the unique characteristics of each expression and are accentuated by a fresher cream background colour and craft textured substrate.

The iconic bottle shape, dating back from at least 1912, was retained but the dark green glass now features typographic embossing of the brand name and ‘Single Pot Still’ liquid attribute. The range of gift cartons were also upgraded, with Redbreast 21 Year Old presented in a wooden box to reflect the premium nature of the product.

A vibrant colour palette across the family differentiates each variant and helps whiskey lovers on their journey of discovery through the range. A new herringbone-style feather pattern unites the products in its subtle application across the packaging.

Mike Parsonson, Creative Partner at Nude Brand Creation said; “Redbreast is a quietly confident brand and we wanted to achieve the right tone in retaining its classic Irish whiskey cues whilst ensuring that its rich history and liquid credentials are heard. And, of course, injecting some personality into its namesake bird.”

Brendan Buckley, International Marketing Director at Irish Distillers, comments: “Redbreast has gone from strength to strength to become the largest selling and most decorated single pot still Irish whiskey in the world. We are committed to investing in the success of Redbreast and are confident that the premium new design will do justice to the exceptional expression in each bottle to attract a new generation of whiskey drinkers. We look forward to Redbreast flying off the shelves around the world as the Irish whiskey renaissance continues.”

The new Redbreast design will be released throughout the year, with Redbreast 12 Year Old, Redbreast 15 Year Old and Redbreast Lustau available from July.