Powers Irish Whiskey were struggling for relevance as many other Irish whiskey brands had moved ahead of them. They were considered out-of-touch and were seen as the ‘drink for the old man at the end of the bar’. We were challenged with injecting some relevance into the famous Irish brand. Using the historical traits of their founder, we developed a creative platform that allowed Powers to celebrate and embrace their traditional standards in a modern context.

The bottle was redesigned to give the brand a more contemporary feel. The existing ‘Bold Character’ platform was too connected with the heritage of the brand. We were looking to our past without considering where the brand fits in the modern world. James Power set incredibly high standards both for himself and his whiskey.

Acting with integrity and transparency is becoming increasingly more important in modern times. All of this lead us to our new brand platform...

DESIGN SYSTEM

The most distinctive brand asset POWERS have is the ‘Diamond P’. As the new bottle designs had focused on the diamond, we wanted to utilise this within our own design system. Taking the diamond shape, we developed a modular system that allowed the brand to be consistent yet flexible.

The Powers Diamond determines the grid where all other brand elements sit. The number of grids required is determined by the format size. Our flexible diamond grid allows us to create visually interesting combinations containing images, copy and graphics.

Our design system stretched across the wider range of Powers products, including the launch of their cocktail range.

AMERICAN LAUNCH

As part of the brand launch, we developed an American content plan aimed at introducing the market to our new way of thinking. Our key locations were Austin and Philadelphia.

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