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Creative Agency: Pearlfisher
Project Type: Produced, Commercial Work
Location: London, New York

Pearlfisher designs Caskmates – a new Jameson whiskey aged in beer barrels

Pearlfisher designs Caskmates – a new premium Jameson whiskey aged in stout-seasoned casks. Jameson has collaborated with Franciscan Wells Brewery to create this innovative and brave new concept that brings a new level of craft, collaboration and engagement into the Jameson portfolio. The project consists of creative strategy, naming, tone of voice, identity and packaging design.

Jack Hart, Pearlfisher Senior Creative Strategist, commented “Our objective was to bring an element of discovery, diversity and intrigue into the Jameson portfolio by championing the craft and collaboration at the heart of this project. In order to achieve this we embraced the creativity, philosophy and progressive nature of craft beer, bringing its modern and positive principles into the Jameson brand.”

The naming platform itself had to be powerful and evocative and create standout in bar environments whilst helping consumers immediately get to the heart of the story.

Caskmates was born. Using Jamesons’ storytelling heritage, the new name champions both the journey of the beer barrel and thus, the flavour it imparts, and the reciprocal relationship between brewer and distiller. It communicates the coming together of like- minded souls and highlights the shared passion, love of craft and taste which is what creates this exciting new liquid.”

Sarah Cattle, Pearlfisher Creative Director, commented “Our design challenge was to treat craft in a contemporary way so it did not feel fussy or old fashioned. The new Caskmates identity, design and voice echo the new principles of craft we see in beer and bring more experimentation, character, flavour and depth into Jameson, inviting consumers to think more deeply about what they’re drinking by creating a sense of discovery.”

In this instance the black and cream colour palette brings out the richness of the stout cues and the interlocking line between the two echoes the relationship between brewer and distiller.”