Design Challenge and Design Ideas

Outwalker is a new premium Irish whiskey. It is a unique blend of Irish malt and grain whiskeys that’s aged four ways. That makes it genuinely different. Special.
It’s an Irish whiskey like no other, created by Irish whiskey connoisseur, cocktail creator and legendary bartender Jillian Vose: “For a long time I’ve felt that the Irish whiskey sector was missing a genuinely unique blend of component whiskeys – one that worked really well in cocktails but which was also complex and interesting enough to sip on its own…”

Alongside a dedicated and passionate client team and design team, we were involved with Outwalker from its inception – and therefore intimate with its DNA.

We worked with the client to develop and implement a comprehensive launch campaign across several touch points and media types including:

1. Concept and creative direction of launch video
2. Creative direction of hero imagery
3. Design, build and launch of Website
4. Social media launch strategy and campaign
5. Launch campaign posters and marketing collateral
6. Launch branded collateral including t-shirts, postcards, tote bags, pin badges, beanie hats, tissue paper and miniature whiskey bottles.
7. Launch campaign van graphics
8. Exhibition stands

The brand was positioned at a trade market of award-winning whiskey bars and cocktail bars and 5 star hotels and a female (28-45) customer portrait, where market research suggests there is potential for female entry to Irish whiskey and whiskey cocktails.
Bartenders are getting more creative with their drinks, and drinkers are beginning to appreciate the finer points of cocktail making. Consumers now expect more interesting, unique flavours; they want something new and exciting. Cocktails are the gateway to a larger appreciation for whiskey.

How the brief was fulfilled

The launch campaign creative brief was informed by the Outwalker strapline: ‘The Restless Spirit’ – the idea of creativity in perpetual motion (with a play on the duality of ‘spirit’).

We combined this with a female target audience – a ‘modern millennial’ visual language – no other Irish whiskey was marketing their whiskey in this way, which gave us a unique opportunity to do something special in the market. We employed motion type and motion blur on imagery and video to enhance the notion of capturing a split second of ‘The Restless Spirit’ – the embodiment of Outwalker Whiskey.