The Whiskey Reserve brand & packaging

The Whiskey Reserve brand & packaging by Ginger Money Design

Designer Tom Lane – AKA Ginger Monkey – has developed a brand identity system for The Whiskey Reserve, a Dublin bar boasting Ireland’s largest collection of fine whiskeys, which offers visitors a premium whiskey tasting experience. Once the branding had been implemented within the bar and across the collateral and merchandise, Ginger Monkey went on to design the bottle and giftbox for The Whiskey Reserve’s exclusive Cask Collection range – starting with a 22-year-old, triple distilled Irish single malt.

“The Whiskey Reserve was founded by the Cleary family, who own and run the famous Temple Bar pub and the Temple Bar Whiskey company. Their knowledge and experience in the world of whiskey is second to none. We have put this deep expertise and heritage in the traditions of Irish whiskey at the heart of The Whiskey Reserve brand,” says Tom Lane, Creative Director at Ginger Monkey Design.

PREMIUM SPIRITS BRANDING

The project began late in 2021. The Whiskey Reserve had refined the décor of its venue but needed unique, memorable branding that would convey the quality and authenticity of the experience, positioning the brand firmly in the premium whiskey space. After a discovery process including in-depth research with the client, a deep dive into the history of Irish whiskey and delving into Irish culture and folklore, Ginger Monkey presented multiple creative approaches.

“Even before we found out we’d be designing whiskey packaging, we knew the best way to position The Whiskey Reserve was to use our skills as label designers to create a mark that instantly says ‘premium whiskey’ to the consumer. The black letter-inspired logotype does that, with an inline and flourishes that speak of the craft and dedication that goes into every bottle of premium Irish whiskey, but is also contemporary and accessible, making a bold statement in gold paint on The Whiskey Reserve’s shopfront in Dublin,” says Tom Lane.

A LAYERED BRAND NARRATIVE

Secondary creative assets deepen the brand’s visual appeal and narrative. These include a traditional monogram that feels like it was wrought by an 18th century blacksmith, and an icon depicting the Salmon of Knowledge. The salmon comes from Irish legends about the hero Fionn mac Cumhaill and is shown in gold with the Irish Gaelic word eolas, meaning knowledge gained through learning, experience and practice.

“The story about a salmon that conveyed knowledge and insight to Fionn mac Cumhaill was a little gem we uncovered in our research. It reflects the knowledge and experience The Whiskey Reserve and the Cleary family have to offer, connects with the Irish culture, and gives the brand substance with a strong foundation in storytelling. It’s there for the visitor to discover as they taste different whiskeys and becomes part of what is essentially a personal experience,” says Tom Lane.

PACKAGING DESIGN

In 2023, The Whiskey Reserve began issuing whiskeys from the Cleary family’s Cask Collection to sell alongside fine whiskeys from distilleries across Ireland and around the world, starting with a 22-year-old, triple distilled Irish single malt. For the Cask Collection bottle and gift box, Ginger Monkey adapted and refined the brand assets to create spirits packaging using layered design, tactile materials and finishes that result in a satisfying experience for the consumer. Future bottlings of whiskeys in the Cask Collection will be packaged using the same design system to create a coherent, collectible series for whiskey connoisseurs.