In late 2015, Teeling Whiskey asked us to develop an overarching campaign that would run through 2016/17. Our brief was to encompass key messaging that would work across markets, on/off trade and ultimately drive awareness of the brand. Our creative was to include the brand’s core tagline ‘Spirit Of Dublin’ whilst communicating its heritage, urban location, independence and liquid differentiation.
Having written the brands guidelines, this was an opportunity to build out the brands positioning. We wanted to use clear and real language whilst always remaining conscious of its tone. One of our aims was to use copy with dual purpose and had ownership such as ‘distill’, ‘spirit’ and ‘ingrained’ always reinforcing the brands purpose. Our final creative was 3 key call outs that could flex according to its intended use whilst sitting under a key message of ‘INGRAINED’.
Having just opened its doors in June of 2015, the Teeling Whiskey Distillery has swiftly proven to be a must-see attraction for tourists from around the world and local whiskey enthusiasts alike. Located in Newmarket Square in the Liberties area of Dublin, it is the first new distillery in Dublin in 125 years and the only operational distillery in the city at present.
In the March of its first year open, the distillery won ‘Best Whiskey Visitor Attraction’at the 2016 World Whiskies Awards. In its first year, the Teeling Whiskey Distillery hosted over 30 events and 60,000 visitors. Indigo & Cloth designed the initial exhibition space and way finding throughout the distillery. Beyond this we also curated the memorabilia section and commissioned its first exhibition ‘The Spirit of Dublin’.