- Proper No. Twelve appointed Creature London in 2022 to create a communications platform and new brand world for Irish whiskey as it focuses on global growth.
- Proper No. Twelve was acquired by Proximo Spirits in April 2021* and is the fourth largest Irish whiskey globally.
- As part of the project, Creature London also created a 360 ATL campaign that will begin rolling out in markets from August 2023.
Proper No. Twelve Irish Whiskey, the fourth largest Irish whiskey globally, has launched a new communications platform, visual identity and brand world.
The brand, acquired by Proximo Spirits in 2021, appointed Creature in 2022 after a competitive pitch and tasked them with creating a global 360 communications platform and brand world that will ensure that Proper No. Twelve continues to grow its market share in the Irish whiskey category and expand into even more territories.
Working with Proximo EMEA APAC Global Marketing Director Michael Cockram & Global Senior Brand Manager Mark Connaire, Creature developed a strategic platform that retained the brand’s passion and connection to Ireland and tapped into a deep-rooted human truth that can unite the brand’s audience across every market. “Mark Every Win” is about boldly and unashamedly celebrating every success in life, regardless of size, and the effort that goes into them.
From the ‘Mark Every Win’ brand platform, Creature Design created a new brand world for the whiskey brand that would be instantly recognizable to current consumers as Proper No. Twelve, while also positioning the brand to attract a whole new audience in this competitive market.
The new brand world revolves around the tiger found in the original logo, a brand symbol that embodies Proper No. Twelve’s values of confidence, boldness, and the pursuit of success. Inspired by this symbol, Creature Design created a comprehensive design system with the tiger as its foundation, which will be implemented across every market.
The tiger has become an icon that can be used throughout marketing activities, both in illustrations and as a 3D asset. Victory is also emphasized with the crown asset, found in the original logo but separated out as its own icon, reinforcing the brand’s premium positioning. The brand retains its iconic emerald green colour while introducing a secondary ‘Proper Orange’ to add greater flexibility and depth, similar to the typography. The original serif Modesto font is kept, supported by the more modern and cleaner Gotham.
Tim Green, Head of Creature Design, adds, “It was clear from the beginning that the tiger embodied Proper No. Twelve’s values and personality, so it was a no-brainer that it should become the central element of the new brand world. With its dynamic and versatile nature it has become the focal point of the design system and the inspiration for the rest of the brand world, creating a flexible but unified brand experience across all Proper No. Twelve’s markets.”
The new brand world will be launching across multiple markets from September, starting with the UK, Australia, South Africa and Germany where the brand will come to life on a central Berlin OOH installation for six months. As part of the brief, Creature created a 30-second film built from the ‘Mark Every Win’ platform that will be shown across Proper No. Twelve’s channels and in multiple markets across VOD and TV, starting with sports streaming service DAZN in September.
Dan Cullen-Shute, Worldwide CEO of Creature, adds “An absolute belter of a pitch process, against just as high a calibre of agency as you’d expect for a brand like this, followed by a brilliantly collaborative process leading to great work and our shiny new design team taking flight – honestly, what’s not to love? So many wins along the way, it was hard to mark them all, but rest assured, we did everything we could – and we’re already excited about what we and the brilliant folk at Proximo get to do next with this glorious brand world.”
Source: Creature London
You must be logged in to post a comment Login