Proper No. Twelve Irish Apple

WeHolden and Proper No. Twelve Irish Apple ask “How do you like ‘dem apples?”

When WeHolden was tasked to create the initial design for Proper No. Twelve Irish Whiskey, they were given one very strong directive from sports icon Conor McGregor and his crew: this bottle needs to look like it belongs in the hands of a firefighter — strong, unpretentious and solid to the core. The result was an instantly recognizable, iconic spirit that has become one of the best selling whiskies in the world.

Building on that success, the team at Proper wanted to create a fun, flavoured variant that broadened the audience from just traditional whiskey drinkers. Irish Apple is a delicious blend of Proper No. Twelve Irish Whiskey with notes of crisp and juicy Irish apple. The new packaging reflects that — bright, crisp, and fresh while still staying true to the brand’s no- nonsense roots.

Project: Proper No. Twelve Irish Apple

Client: Éire Born/ Proximo Spirits

Agency: WeHolden

Creative Directors: Erich Weiss, Chris Holden

Senior Art Director: Joseph Belinfante

Art Directors: Rae Pellegrino, Max Roberts