• Transform magazine
  • June 15, 2021

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Williams Murray Hamm develops new Midleton Craft Collection brand for Irish Distillers

PR MCC CASESTUDY WIDE 01

Midleton Distillery, home to the number one selling Irish whiskey across the world as well as other six premium whiskey brands, worked with London-based brand agency Williams Murray Hamm (WMH) to create a new brand identity that brings all the brand together in one collection that resonates with consumers across the globe.

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WMH’s key challenge was to define the bond that holds these seven brands together in one craft collection, whilst letting each individual brand sing in its own right. It found the common denominator in water.

The design of the Midleton Craft Collection brand world is inspired by water. The Dungourney River, which passes through all the distillery’s grounds, became the symbol of this source. From the flowing lines of one letter to the next in the logo, to how the water of the Dungourney has become the collection’s key colour - the river can be found in every aspect the brand world. The monogram is a double-arched bridge crossing the river, incorporating the letter ‘M.’

“It’s been a great challenge to work with these seven amazing brands, and find the overarching story that is relevant to both people who already drink Irish whiskies and those who are novices to the category,” says Wybe Magermans, director at WMH.

WMH produced a comprehensive kit of parts that provides Irish Distillers’ local markets with full flexibility to select the brands from the portfolio that are appropriate for each market

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