Temperance Whiskey
Brief:
There is a large gap in the market for whisky aimed at women. Only 37% of whisky drinkers are women vs 63% male counterparts (Fool.com, 2018).
Ideation:
Temperance Whiskey is a concept Irish - Icelandic whiskey brand inspired by the flavours of the two regions. I was inspired by the merging of old and new Irish and Scandinavian styles showing the combining of the heritage and modernisation of whisky.
Implementation:
The colours are very light and modern as I wanted the brand to be aimed more at a female market and also attract those who don’t see whisky as a drink for them. For the logo I used a Serif font which makes the brand look rich and full of heritage and for the text describing the flavours I used a modern sans-serif font.
Temperance Whiskey Cocktails
"Create a series of illustrations to be featured in "Temperance Whiskey"'s cocktail recipe book aimed at women."
Brief - For my dissertation project at university, I chose to explore why there aren't many brands of whisk(e)y that (successfully) aim their products towards a female market.
Research - My research suggested that the female whisk(e)y drinking market is definitely there, however whisk(e)y brands are deeply set in their male-driven appearance and heritage. My research also showed that "gin culture" is largely monopolising the female alcohol market in the U.K, largely due to the variety of flavours and ability to mix the spirit with an array of fanatical fruits, herbs and cordials. I took a survey to ask what women thought of having whisky in cocktails and whether having a different flavour of whisky would encourage them to try it, however many could not shake past the current image that whisky has. I then showed them my recipes and illustrations and soon many of the women who had once sworn not to touch whisky, were actually persuaded that they might enjoy whisky when paired with an abundance of other flavourings.
Implementation - I created the cocktail book to entice women to try whisky by making it look more fantastical, such as gin brands do. By modernising whisky and pulling it out of its traditional branding and marketing, I hoped to make it seems more appealing. It can also give inspiration and education of what to pair the certain whiskies with.
Alongside the cocktail book, I created the "Temperence Whiskey" brand which reinvented whisky, aiming to encourage non-whisky drinkers to try the spirit.
