Creative Direction, Illustration, Design

I was asked by Jameson Whiskey to collaborate with them on their 2020 limited edition bottle design. A job that I started at the end of 2018, there was a lot of different parts to it.

After researching previous years design, I decided I wanted to take it down a inclusive route, pushing the idea that no matter where you are in the world you can you relate to the visual story. I wanted the label to show the story of a night out between friends, with small icons to represent different parts of a familiar story.

I came up with the concept and then hand drew every element on each part of the bottle, eventually digitising them to get them ready for print.

The bottle is available in Japan, Canada, Poland, Czech Republic, New Zealand, Slovakia, Austria, Romania, Switzerland, Italy, Estonia, Hungary, Croatia, Norway, Korea, Greece, Serbia, Slovenia, Jordan, Lebanon, Malta and the two Jameson distilleries in Dublin and Cork.

Along with the bottle, I worked on a lot of different aspects of the campaign as well, including drawing an extra 50+ icons to go on an online label maker app, concepting and designing the instore POS, designing merch, and even hand painting a mural based off the label design down in the Jameson Distillery in Dublin.

Creative Direction, Illustration, Design

The Big Grill is Europe’s largest BBQ and food festival. Since the start of 2022 I have worked with them on a complete rebrand of the festival including the designing a lot of the actual assets and comms and overlooking the rest.

For the last few years the festival had turned into a male dominated event which was more focused on people drinking than actually taking time to appreciate the variety of food and drink on offer. This wasn’t the original intent and is what sparked the rebrand. The festival was shaping up it’s offering by having almost twice as much vendors and also having more of a focus on splitting the days up into a family friendly festival during the day, and an adults only festival in the evening.

Everything in the updated brand was designed to reflect this change in the festival direction. The logo was opened up using a hand drawn block letter font making it easier to read but still keeping the craft aspect to it. The new colour palette was created to reflect this as well, brightening up everything and changing them to a more gender neutral tone. The rest of the branding then followed suite, The posters are made up of multiple illustrated icons and scenes all with the purpose of reflecting what’s on offer at the festival without being too information heavy and keeping it playful and light to get across the family aspect to the festival as well.

This was truly a mammoth project. In the end it was everything from new brand concept, poster and lineup comms for the digital and OOH, animated GIFs, two different sets of merch, lanyards, signage, maps, an entire suite of assets to be used by the social team and many more extra bits and pieces.

Design, Illustration

Developing Key Visuals for new Rekorderlig flavours with Havas London. This was working off an already created template and guidelines of how they should look and flow.

I created new illustrations to accompany previously made ones and layed out the Key Visuals.

Art Direction, Design, Illustration

Label designs for Baste BBQ’s hot sauces.

Baste BBQ run a lot of colourful food and drink events throughout the year and this was the start of their journey into their own condiments so it was very important to reflect the kind of events they run within the branding of each sauce.

I set up a template for the labels which allowed for maximum playfulness on the front of the label while keeping the rest of the bottle uniform to hint at their relation to each other without looking like they are all different flavours of the same sauce. This was also to future proof the labels so they could easily integrate artwork from guest artists/events onto their labels without losing the integrity of what’s already bee done.

Creative Direction, Design, Illustration

Me Auld Flower was a food and drink festival that took place during the St. Patrick’s Day festival weekend in Dublin City. The festival itself took place in the Dublin City Fruit, Vegetable and Flower Market. The market had served Dublin for 127 years until it shut, and the festival aimed to bring back the landmark building to life.

The main problem with this job was figuring out how we showcase that it is indeed a festival related to St. Patrick’s Day while still standing out and going the extra mile instead of using the same played out visuals.

Starting with the logo, I took inspiration from Irish road signs. The signs have always had the Irish name on top in an Insular script font with the English translation in block letters underneath. The festival itself was a meeting of the old traditional setting of the market and the new flavours of a modern Ireland which is nicely represented by the two contrasting fonts.

The rest of the festival branding is made up of the illustrations of the different food and drink on offer at the festival, with some cheeky facial features added to each one to give them all their own character as an ode to people who would of worked at the markets originally.

The deliverables for this job in the end were pretty much a little bit of everything. Starting off with the original branding concepts, to logo design, and all of the communication for the festival which included the several line up posters, ad assets for digital and OOH, merch, art prints, lanyards, signage and everything in between.

Design, Art Direction

Concept and design for a cocktail menu for a Ballantine Whisky x Mixmag event.

Celebrating their 40th anniversary, Mixag teamed up with Ballantine’s to put on an event and they wanted to a menu that reflected a natural collaboration between both brands while paying homage to their 40 years of magazines.

I put together this DIY style zine, using some of their favourite archive shots for the covers, and curating the stand outs to match with the drinks.

Design, Illustration, Art Direction

Designing the Key Visual and accompanying merch for a 3 way collaboration between Ballantine’s Whisky, Wu Tang’s RZA, and Flying Goose hot sauce.

I looked back into old lyrics from RZAs career and found some lines that almost perfectly encapsulate the collab, where he references both Ballantine’s and “the goose”. So taking those lines and working within the word of 90’s hiphop and street culture we developed these vintage magazine ad style Key Visuals to give them some flair and then developed a graffiti inspired character and type for the merch.

Design, Art Direction, Editing, Animation

I worked closely with the brand team at Ballantine’s on this collaboration between them and two music legends ACDC and Queen.

I put together the initial storyboards for the edit and worked on repurosing the main assets for social, as well as developing some merch for the collaboration as well based off tour merch but highlighting everywhere the bottles will be released.

Creative Direction, Art Direction, Design

Jameson Hosts provides a space for members of the global bar industry. Set up to offer both practical and emotional support to the drinks community.

The branding created sets out to show things from different angles, and how the brings to life how the platform brings people from different cultures together under one initiative, where they can not only share their own experiences but also learn from each other.

The branding system itself has to work across everything from outdoor print media, event branding, to social cut down videos and live streams so the use of simple blocks was brought in for ease of manipulation by the different agencies that were going to be working on this around the globe. I created a simple and elegant solution that could be passed on to other agencies with no fuss.

Finally for the logo. The "O" is cut from the standard type to represent the new approach Jameson is taking with the event. A simple idea around being cut from a different cloth.

Creative Direction, Art Direction, Design

The branding for online drink delivery company, Decent Drinks Club. For the look and feel of the brand I went for a warm, retro feel to reflect the companies it is related to, but with a modern twist to keep it away from looking gimmicky. Making sure the brand looks friendly is key since it is a home delivery service.

Art Direction, Design, Illustration

A selection of some design work I have made during my time working for Jameson.

Creative Direction, Art Direction, Design

Naming and branding for Pernod Ricard’s global creative studios.

Pernod Ricard, the second largest spirit and wine seller in the world, have multiple in-house creative studios around the world and wanted to unite them all under one brand.

The name I went forward with was COCKTAIL. A name that perfectly describes a creative agency while also being the most creative part of the spirit and wine world.

The branding itself is loud and proud. The main blue colour is a much bolder version of PR’s existing blue brand colours to keep the link to the main brand but also to represent Cocktails personality. The rest of the branding is clear and simplistic to help represent the strong brand but not overshadow the other work on show.

Art Direction, Illustration

At the start of the Covid lockdown in Ireland I wanted to do something to help, but was limited in options considering all of our movements were limited. I came up with this parody design of popular streetwear brand Anti Social Social Club and worked on making up tshirts. I worked with the Irish charity Feed the Heroes which was set up to raise funds to keep front line workers fed during the pandemic.

I donated 100% of the profits from the shirts to the charity which totalled to €5,345 and sold just under 500 shirts altogether.

Read more about the campaign here.

Art Direction, Illustration

A Christmas collaboration with Irish brewery Hopfully. We teamed up to create a limited edition beer for the festive season.

The guys at Hopfully approached me to come up with the design of their Christmas beer. The brief was pretty open, they had picked a name and knew they wanted it to feature some depiction of Santa. The solution was a bit of a different take on a well known image. Keeping some humour in there without it looking undesirable, and having the tasting notes, hazelnut and chocolate, subtly in the forefront of the design.