Blend of old and new

28 : 03 : 2017 Whiskey : Branding : Anti-Authenticity Marketing

Midleton, Ireland – Midleton Distillery’s new whiskey marks a departure from traditional approaches to branding the spirit.

  • The bottles were designed by Swedish design studio M&E
  • The range, Method and Madness, was created to reflect the Irish Distillers micro-distillery, which opened in 2015 as a hub for innovation
Method and Madness by Midleton Distillery, Ireland Method and Madness by Midleton Distillery, Ireland
Method and Madness by Midleton Distillery, Ireland Method and Madness by Midleton Distillery, Ireland
Method and Madness by Midleton Distillery, Ireland Method and Madness by Midleton Distillery, Ireland

The visual identity for Method and Madness marks a significant departure from the ideas of heritage and tradition conventionally presented by whiskey brands. Inspired by the long-standing methods passed on by the brand’s master blenders in conjunction with the fresh outlook brought by its apprentices, this juxtaposition between method and madness acted as the starting point for M&E.

Matthew and Emelie co-founders of M&E explain that Method and Madness has been branded to appeal to a millennial audience, who may not necessarily fit into the traditional profile of a whiskey drinker.

The labels feature methodical horizontal lines beside free-flowing marbled patterns, and each of the four whiskies in the range has been created with its own colour palette. The octagonal bottles refract light and visually reinforce the idea of madness highlighted in the name, while the modular and abstract nature of the label will allow the brand to expand its range in the future without repetition.

The Big Picture

In creating a visual identity that veers away from conventional whiskey branding, Irish Distillers is tapping into Anti-authenticity Marketing.

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