Challenge

Irish Distillers Ltd asked Genesis to transform the packaging for this premium whiskey brand, with a view to how brand extensions would develop in the future.

Solution

The Green Spot name originated from the Mitchell family’s practice of marking casks of different ages with a daub of coloured paint. This was translated into an iconic graphic device on the bottle labels and secondary packaging, creating a distinct brand personality and architecture for future line extensions.

Results

The packaging received resounding approval from consumers, whiskey writers and reviewers. Based on the packaging transformation, new markets such as the USA began distributing Green Spot. The packaging was shortlisted for the Kinsale Shark awards and commended by the Institute of Designers in Ireland.