WMH&I has reimagined the brand identity of Redbreast, the world’s most-awarded single pot still whiskey, refining its visual identity to match the prestige it has long held among whiskey aficionados.
As Redbreast continues to grow globally, the opportunity arose to elevate its brand world further, ensuring its visual identity fully reflects its ultra-premium credentials. The challenge was clear: to enhance Redbreast’s iconic Robin and create a distinctive, premium expression of the brand that sets it apart in a category rich with heritage symbols.
Unlocking the character of Redbreast
WMH&I’s approach was inspired by the very essence of Redbreast – the copper-hued feathers of its namesake bird, glimpsed in the half-light of winter. This insight led to a simple yet powerful creative idea: visualising the link between the robin’s breast and the liquid copper tones of the whiskey itself.
The new Robin icon exudes premium craftsmanship, capturing the bird’s inquisitive nature and elevating its distinctive red breast into an emblem of Redbreast whiskey. The refined identity brings depth and elegance, with a brand colour palette of rich coppers and burgundies, embossing, foiling, and refined typography that enhances balance and finesse.
The new brand world ensures seamless application across digital, in-store, on-trade, and advertising. The Robin’s red breast has been transformed into a versatile, ownable design element, reinforcing brand recognition at every touchpoint.
A brand reimagined, ready for the future
The new identity has been enthusiastically embraced by Redbreast’s local markets, achieving immediate implementation—a rare feat in the organisation. It has inspired an unexpected OOH campaign in Ireland, demonstrating the impact of the revitalised brand.
Laura Hanratty, Global Head of Prestige and Speciality Brands at Pernod Ricard, said:
“Redbreast is a whiskey of extraordinary quality and heritage. By distilling its essence into a single compelling icon—the robin’s breast—we’ve created a premium identity that enhances its legacy while setting it up for future growth”.
Mark Nichols, Creative Director at WMH&I, said: “Through studying the natural demeanour of the Robin, we created a sophisticated brand icon, versatile enough to work seamlessly across digital, in store, on trade and advertising”.
With this rebrand, Redbreast now boasts an identity as rich and refined as the whiskey itself. Quite the find, indeed.
Credits:
Creative Director – Mark Nichols
Director of Growth – Wybe Magermans
Strategy Director – Ben Stewart
Design Director – James Flint
Senior Designer – Dan Coleman
Senior Designer – Roz Fraser
Account Director – Emmanuelle Hilson
Account Manager – Eloise Percy- Davis
Production Manager – Val McCrum
Copywriter – Dylan Glover
Image Retoucher – Regan Ross
Motion Designer – Matt Richings
Illustration – Gary Redford
Logo Typography – West One Arts
Bottle Photography – Rob Lawson
Pernod Ricard – Irish Distillers
Laura Hanratty – Head of Prestige & Speciality
Kate McCarthy – Marketing Manager Redbreast & Powers
Source: WMH&I
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