Moynihans' are a family business with a vision to share a taste of Irish heritage with their range of traditional whiskeys.
We set out to create a brand that challenged conventional whiskey tropes, taking inspiration for the logo and material choices from the county’s unique cultural heritage and history of artisan crafts. The production of Irish linen has existed in the country for centuries and became a central part of the graphic identity and packaging. The Moynihans' brand interweaves an M initial with the Celtic Knot, an ancient symbol associated with family unity. The distinctive logo is inspired by the traditional makers marks that were stamped on linen to signify the origin and quality of the fabrics.
When developing the packaging system, we wanted to reflect the aesthetic of rural Ireland and the small village the family calls home. To achieve this, we paired traditional materials such as flax linen fabric with waxed twine and uncoated off-white papers. These materials were sourced from Irish businesses that have a history of craft and production spanning generations.
The finished bottle is distinctly Irish, with a unique aesthetic that allows it to feel at home on both the shelves of small Irish pubs to the back bars of the world's best hotels.