WHISKY IS THE LIMIT
Disrupting the conservative visual codes of whisky
Brand Identity, Packaging Design
Whisky Is The Limit started as an online journal sharing stories about scotch whisky, travel logs and tastings, and quickly grew a loyal following on social media. Thanks to the strong relationships established with distilleries and influencers over the course of the years, it was a natural next step to startselecting and bottling their own whisky casks.
We were tasked to rebrand the business from top to bottom, and disrupt the conservative visual codes of the category to highlight a more fun and upbeat character of the whisky, with the ultimate goal of making it an inclusive drink that knows no boundaries of age, gender or status.
The new logo system now comprises a full name and acronym with custom hand-drawn lettering, and an original pyramid logomark that encapsulates the meaning of the brand name. The brand identity was then completed with Sang Bleu Kingdom – a striking typeface made by Swiss Typefaces – as the lead brand font, and a broad colour palette of pastel tints rarely associated with the whisky category.
All labels feature large scale illustrations of abstract landscapes inspired by the rugged Scottish countryside, and a unique spirit animal picked from local myths and legends that embodies the character of that particular whisky.
It was paramount to work in close contact with Imoco Group in northeast Italy in order to achieve the desired premium finish of the labels. We chose Arconvert’s Picasso X-Dry, a heavyweight paper label with a finely granular surface, and digital printing to highlight the colour shades of the background illustrations. The spirit animal silhouette jumps out of the label thanks to a raised spot glitter UV coating.