Guideline Booklet
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Our Story Athlone Distillery Our Story Visual References
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Our Brand Elements Typeface: Miller Banner Typeface: Adelle Sans Our Colours Our Textures Front Bottle Type Back Bottle Type Visual Assets Details: Wax and Sticker Final Bottle Design Wardrobe Styling Guidelines Our Brand Ambassadors Our Signature Serve Our Package Contextualisation
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Athlone Distillery
Athlone Distillery is in the heart of Ireland. The Master Blender, Martin Fitzmaurice, has created a balanced whiskey crafted with smoothness and complexity.
Athlone Distillery is located in county Westmeath in the centre of Ireland. Since its foundation in 2014, the distillery has built a small but thriving business producing own-label Gin and Vodka for several large retailers in the UK. This has been an invaluable source of revenue but the dream from the outset was to launch their own brand of Irish Whiskey.
Target audience: For whiskey enthusiasts who are interested in trying new whiskeys. Whiskey Information: Bottled at 45%. Not chill-filtered. Natural colour.
Athlone Distillery, is now ready to set up their own Irish whiskey. The Master Blender, Martin Fitzmaurice, has created a beautifully balanced Whiskey which combines characteristic Irish Whiskey smoothness with an uncommon richness and complexity. At the heart of the blend is the new whiskey, laid down in 2014. The plan is to launch the whiskey in September 2019.
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Our Story
It all begins with Hare Island. A now abandoned place where a monastery was founded, and then destroyed by Vikings and where a hoard of golden treasures was unearthed centuries later.
In the heart of Ireland, along the country’s greatest river, the Shannon, lies the beautifully scenic Lough Ree, formally known as the Lake of Kings. Towards the southern end of the lake, just north of Athlone town lies a charming unhabited place called Hare Island or Inis Ainín. Back in the Middle Ages, St. Ciarán thought Hare Island was the perfect location to set up a small monastic community. Soon after, a band of ferocious Vikings led by the intriguingly named Olaf the Scabbyhead plundered the monastery there. The raiders then used the its natural harbour as a base for their fleet of longboats. Centuries later, Hare Island briefly emerged from obscurity when the largest ever gold Viking hoard was unearthed there in 1802. Containing over 5 kgs of gold ornaments and ingots, the precious hoard was sold on to merchants in London where it was later melted down. All that remains today are a few drawings of its priceless treasures.
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ÓR is the Irish word for gold and ÓR Irish Whiskey has been distilled to commemorate the exquisite golden treasure found on Hare Island which is further embodied in the whiskey’s alluring natural golden colour. The fascinating history of Hare Island was the main source of inspiration for our Whiskey concept and visual language. We embellished the visual elements further by incorporating references to the natural landscape of Hare Island as viewed from Athlone, simple representations of the hare animal, and the geometric patterns found on the Viking arm rings discovered there. These striking visual elements illustrate the branding story further in an engaging and beguiling manner. Gold is a bold and an eye-catching precious metal, and we are confident that ÓR Whiskey will attract the attention of enthusiastic whiskey drinkers.
Visual References
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Visual References
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Typeface Miller Banner
Typefaces tell a story. The right typeface, such as Miller Banner builds brand character and recognition.
Heading Typeface: Miller Banner builds the story of Ă“R Irish Whiskey. MillerBanner was chosen for main heading and for large display purposes as intended by Matthew Carter, the typographer who designed it. The typeface has a larger stroke than the rest of the Miller Display family. It is a serif font with lots of personality. The font is intended for compact headlines in editorial environments and seems like the ideal choice for the main brand name. The typeface needs to stand out and therefore ‘black’ weight seemed the most striking solution in communicating the name. The digital version MillerBanner Black is also available for purchase at https://fonts.adobe. com/fonts/miller-banner
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Typeface Miller Banner
ABC abcdefghijklmnopq rstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
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Typeface Adelle Sans
Adelle Sans is a simple, clean modern sans serif typeface that contrasts well to the decorative Miller Banner, while also ensuring great legibility and readability.
Body Typeface: For all body copy is ‘Adelle Sans’ in a ‘Light’ weight. Adelle Sans is a take on the traditional grotesque sans and can be quite a flexible typeface. Adelle sans, being a sans serif font gives a cleaner and more spirited take on the traditional grotesque sans. The clean feel compliments the more decorative, bold typeface used for the main headings; Miller Banner. Adelle Sans is suitable for advertising, branding and signage. The digital version Adelle Sans Light is also available for purchase at https://www.typetogether.com/adelle-sans-font.
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ABC
Typeface Adelle Sans
abcdefghijklmnopq rstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789
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Colours
We have chosen a colour palette that is bold, sophisticated and confident. These colours are designed to appeal to a more discerning consumer.
The colours chosen are reflected within our story. A simplistic colour palette is ideal to achieve a refined and sophisticated look. Black is associated with power, intrique and sophistication. As black is formal and elegant colour, it is an ideal colour to have throughout the bottle. Gold represents the concept of the gold hoard found on Hare Island. The colour gold is seen as the colour of extravagance, wealth and riches. Gold is a warm colour; bright and cheerful. Gold is also associated with courage, love and passion. Displaying gold on a black background, and vice versa, creates a strong visual contrast on the bottle. This makes the bottle eyecatching and should grab the attention of whiskey drinkers. The bottle will give whiskey enthusiasts a sense that the bottle is valuable and worth keeping.
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Colours
Black
Gold
CMYK 0/0/0/100 RGB 0/0/0 Web #000000
CMYK 25/32/77/0 RGB 197/165/90 Web #c5a55a
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Textures
Premium textures were chosen to bring an air of sophistication to our product. It gives a feeling of exclusivity and luxury.
Ă“R Irish whiskey uses a dipped wax casting for its closure. The wax is to represent a feeling of value and importance. The seal is a reminder that the precious contents are being protected. As the whiskey will be shared with another person, the unbroken wax seal demonstrates that the bottle has been untouched and the breaking of the seal is a kind of special event. Hidden beneath the black wax casing is a cork bottle stopper. Although gold may seem like a better option than black for the wax closure, as it traditionally displays value, it would take from the visuals of Hare Island on the front label. As the front label should be the main focus of attention, the polished black wax cover is ideal refined solution. Textures inspired by gold lining material are found throughout the label design reinforcing its status as a premium product. The gold lining will stand out from the black background which makes it more visually arresting, thereby attracting the attention of more discerning customers at classic Whiskey bars and specialist shops.
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Textures
Black wax
Gold lining
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Front Label Type
Given the luxurious and rich nature of our visuals and textures, we decided on a simple layout to balance the overall appearance of the bottle.
Brand Name: ÓR is our brand name. ÓR, translated from Irish for gold, will be the biggest type size and the heaviest weight on the bottle. Details: The tag at the front of the bottle is to provide important at a glance information about the whiskey. The Label content includes the alcohol percentage of 45%, the quantity 700 ml, and process details on how it is triple distilled.
Ó R
Brand Name Features: Type: MillerBanner Size: 120pt (Bottle Front) Weight: Black Details Features: Type: Adelle Sans Size: 5pt and 10pt Weight: Light
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IRIS H B LE N D E D WH IS K E Y TRIPLE DISTILLED 45% Vol.
ATHLONE DISTILLERY 700ml.
Back Label Type
Tagline: The tagline reflects the story of the Viking’s gold on Hare Island. The whiskey has become a metaphor for the Viking treasure whilst also containing a call to action for people to “discover” it. Information: The information in the back label includes the condensed version of the story of Hare Island. Also it includes information on the meaning of the word ÓR and on the flavours and production of the whiskey. Tagline Features: Type: MillerBanner Size: 15pt Weight: Black
DISCOVER YOUR VIKING TREASURE In the heart of Ireland, along the river Shannon, lies the idyllic Hare Island. In the 9th century, a band of ferocious Vikings plundered its monastery and set up a port. An extraordinary Viking golden hoard was discovered there in 1802. All that remains of it today are a few drawings of its golden arm rings. ÓR is the Irish word for gold and ÓR Irish Whiskey has been distilled to commemorate the Hare Island Viking treasure. This remarkable blended whiskey has a unique full bodied oaky flavour, with gentle vanilla notes and a subtle spiciness.
Produced in Ireland Athlone Distillery
Information Features: Type: Adelle Sans Size: 10pt Weight: Light and Bold
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Visual Assets
The sky, the island,the lake; The elements have been drawn in a delicate style to illustrate the story of Hare island.
‘The Sky’ (Top Layer): ‘The Sky’ is represented by the rain which is the most common and frequent weather type that can be experienced in Ireland. The rain is also a reference to the diagonal pattern found on the bracelet. ‘Hare Island’ ( Middle Layer): ‘Hare Island’ is our main focus. All of the illustrations will be in black with gold outline while Hare Island will be in gold with a black outline. This is intentional. We want the story of Hare Island to truly stand out and illustrating it in gold is our method. ‘The Lake’ (Bottom Layer: ‘The Lake’ is the most abstract. The bracelet is complex in design and when focusing on certain areas it can be difficult to make out what the details are. There is a lot of intertwining which was decided for the final look for the bottle.
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Bottle Details
Although the bottle design reveals a lot about the story of the whiskey, it’s the little details found around the bottle that bring everything together.
Black Wax: The wax is used for the closure of the bottle. The seal on the top is a reminder that the bottle is precious and the seal can only be broken when opened for the first time. We chose a black wax cover for Ă“R Irish whiskey to give all the attention on the front label. Bottle Top Design: The gold lining is found throughout the label design. It is found on the front and on the back labels where the visuals and information should stand out. In this case, the top should also have gold lining so that a consumer can see the branding and visual language when the bottle is placed on a table or bar or stored horizontally.
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Ó R
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Final Bottles
We have considered all the elements and combined them together for ÓR Irish whiskey. We hope that you discover our Viking gold.
Final Front Label: The front label includes golden illustrations of Hare Island as if viewing it from Athlone. The illustrations are seperated into three different sections; ‘The Lake, ‘Hare Island’ and ‘The Sky’. The type for the name ÓR is set vertically in gold. Lastly, the footer whiskey label is added to the front of the bottle for at a glance important information about the whiskey. Final Back Label: The back label contains further information about the whiskey. The tagline ‘Discover your Viking Gold’ introduces the story. Underneath there is an outline on the story of Hare Island which is followed by further details on the origin of the name ÓR. The flavouring and production process of the whiskey is also added.
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Final Bottles
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Wardrobe Styling Guidelines
The Brand Ambassadors are our professional representatives for Ă“R. We have a style guideline that portrays a modern look that is casual yet classic.
Casual Grey Blazer on Luxe Digital.
Straight Leg Tailors Trousers from COS.
Slim Fit T-shirt from ZARA.
Tailored Blazer from British GQ Magazine.
Primeknit Shoes in black by ADIDAS.
Gold Cufflinks in Lockwood of London.
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Wardrobe Styling Guidelines
Palazzo Trousers by ZARA.
Long Sleeve Scoop Neck Top by Apricotonline.
Lace Up Pointed Toe Shoes by Littlewoods.
Christina Hendricks for Johnnie Walker.
Geometric Necklace from VictoriaBFashion.ro.
Gold Plated Chain Bracelet by COS.
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Brand Ambassadors
Our Brand Ambassadors should come across as smart and worldly while also warm and welcoming. Their professional manner should encourage costumers to learn more about our brand.
The brand ambassador represents Ă“R. They will embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors is their ability to use promotional strategies that will strengthen the relationship between the brand and the customer. The brand ambassador will influence a large audience to engage with our brand. Ă“R whiskey will be advertised visually through their clothing and accessories. The different elements that they wear will make the costumers understand more of who they are and what they are trying to sell to them. Their style and approach is vital. They should come across as smart and worldly while also warm and welcoming. By acting in the character of what the whiskey represents, they enhance the need for people to want to hear more about the story of Ă“R and potentially get them to buy the whiskey. The branding ambassadors will help to increase awareness and sales.
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Whiskey Flavours
“A beautifully balanced Whiskey which combines characteristic Irish Whiskey smoothness with an uncommon richness and complexity”
ÓR Irish Whiskey is made in Athlone’s distillery, created by appointed Master Blender, Martin Fitzmaurice. Fitzmaurice personally overseeing the selection of the stocks of Irish malt and grain whiskies to compliment our own whiskey he set to work on bringing to life his vision for “a beautifully balanced Whiskey which combines characteristic Irish Whiskey smoothness with an uncommon richness and complexity”. ÓR whiskey combines fruity malt and delicate, creamy grain whiskies which is aged in first-fill Bourbon casks. The combination results the whiskey in being rich, round and fruity with hints of toasty oak, gentle vanilla notes and a subtle spiciness. ÓR Irish Whiskey is a versatile whiskey which can be served in cocktails but we believe that it can be enjoyed perflectly neat with a dash of water, or with ice.
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The package is mysterious. Dark, hiding its contents. Curiousity takes over costumers who would like to see the bottle inside.
Ă“R with Illustration on the front of the package.
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Ă“R Information on the back of the package.
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The vertical Ă“R and triple hares logo are the most recognisable marks for the brand.
Ă“R on a black tote bag.
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Vertical ÓR Gold Foil on a business card.
Vertical ÓR Wax Stamp on an envolope.
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Go on. Take a card. Don’t hesitate to contact us.
Triple Hares (front) and Ă“R with Details (back) on business cards.
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Athlone Distillery Athlonedistillery@gmail.com + 353 87 000 0000
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