Whisky Is The Limit (WITL) began life on social media, building up a loyal following by sharing stories, travel-logs and tasting notes that make whisky more inclusive. Having established great relationships with distilleries across the globe they were ready to start selecting and bottling their own casks.
Our challenge was to strip away the conservative image of the sector to reveal its true boldness and spirit. Creating a brand that felt exciting and accessible to adult drinkers from all backgrounds and levels of interest.
Starting from the ground up. We developed a strategy that reflected the joy of discovering a great whisky, and a creative direction that threw out old stereotypes. Repurposing the heritage, joy and experience for a new, wider audience.
A new logo system composed of hand-drawn lettering in a broad pastel-hued colour pallet was chosen to reflect the limitless possibilities of whisky. This was paired with a new pyramid logomark connecting the brand to ideas of height and sky, visually encapsulating the brand name. The identity was completed by the choice of Swiss Typefaces’ striking Sang Bleu Kingdom font.
For the packaging, we dug deep into the history, geography and mythology of each individual distillery. Working closely with the client to hand-pick key elements which were translated into abstract landscapes overlaid with more detailed spirit animals that embodied the character of each whisky.
The designs were printed on Arconvert’s Picasso X-Dry. The heavyweight paper’s granular surface helped to highlight the colour of the background illustration. Then a raised spot glitter UV coating was applied to make each spirit animal pop.
The elements come together as a bold identity that fully embraces the brand’s belief in making whisky more accessible. Creating a sense of vibrancy, excitement and openness to WITL products. Setting them apart from other makers and positioning them as a quality brand for modern consumers. And it’s working. With the first two releases selling out on pre-orders, WITL has now launched in the Swiss and French markets with plans to expand globally soon.