Jameson Whiskey – The Whiskey Makers Series

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Derrick Lin


Creative Agency: Pond Design
Client Director: Fredrik Svalstedt
Designer: Martin Ask, Cecilia Bjare, Peeter Ots
Copywriter: Naama Forsrup
Production Manager: Niclas Hemlin
Final Art: Anna Johansson
Illustrator: David Rooney
Project Type: Produced, Commercial Work
Client: Irish Distillers Pernod Ricard
Location: Stockholm, Sweden
Packaging Contents: Whiskey, Spirits

The Art of Whiskey Making
A super premium series that celebrates the people behind the art of whiskey making: Jameson’s Head Distiller, Head Cooper and Head Blender. Each master inspired a whiskey that focuses on his individual craft.

The whiskeys are named after each maker’s favourite tool. The series includes a distillate-driven whiskey, a wood/maturation-driven and a blend-driven – each representing a particular craft and craftsman.

The illustrations are inspired by copper engravings, which were traditionally used instead of photos. The elaborated, hand-made style of the illustration matches the craftsmanship aura of the whiskey. The design uses original illustrations made by David Rooney, an award winning, and renowned Irish illustrator.

The fingerprint – the craftsman’s personal touch is a premium detail, well fitting for a super-premium range, but done with an unpretentious attitude.

The Whiskey Makers Series is named after the Makers’ tools, the tangible connection between the person and the skill. The tools symbolise the world of craftsmanship in a concrete and realistic way. They provide a glimpse of the craft itself, and invite consumers to learn more about the makers and their world.

The Safe symbolises that particular attention to details and the skill of the Distiller to exactly direct and separate the spirit from low wines and feints. It’s called Safe because it used to be firmly locked to prevent people from siphoning off spirits to avoid paying duty on the alcohol.

A Croze is a tool used by the Cooper for making the groove into which the head of the cask or barrel is positioned. To use a croze correctly, many years of practice are needed.

The Dog is a tool used by the Blender 
to collect whiskey samples straight from
the cask. The name was given to it by the rascals of the past who would keep on with them to take some whiskey from the cask
at the end of a long day. It was the blender’s (and many workers) most loyal friend, following them around like their favourite dog.

What’s Unique?
The unexpected contrast between the somewhat traditionally crafted design and the copper fingerprint is what makes this design unique. The fingerrprint balances the ”traditional” feel of this design and makes it more unpretentious, personal and even a little disruptive.