The Unfinished Picture


Jones Knowles Ritchie - Athrú

Hidden on a peninsula on Ireland’s Wild Atlantic Way, a historical house had fallen into disrepair and a factory lay disused. An idea was sparked: repurpose the factory into a distillery, simultaneously regenerating a historical landmark and transforming a local community. Our task was to create a brand that would deliver this vision.

Embracing the long-term nature of this project, we landed on the idea of an ‘unfinished picture’; something that would never be complete, ever-evolving over time. Out of this came 
Athrú - a whiskey with a vision for change.

Every detail of the brand, from the name (Gaelic for ‘change’) through to the word mark and limited edition casks, reveals more of the brand's character and builds on its long term purpose. A progressive nature and sense of intrigue is expressed through typography, tone of voice and imagery, giving a taste of what lies ahead.

Design Agency Name: Jones Knowles Ritchie
Organisation/Project Type: Agency, Published Commercial Design
Article Title: The Unfinished Picture
Brand / Project Name: Athrú
External Design Credits: Photographer: Ben Peter Catchpole 
Production Credits : Film Production Company: Brother Film Co 
Project Type: Consumer Brand Creation
Strategic Deliverables: Consumer Brand Strategy, Consumer Brand Naming, Consumer Product Naming, Consumer Tone of Voice, Consumer Brand World, Consumer Product Brand Architecture
Design Deliverables: Consumer Branding, Consumer Brand Creation, Consumer Brand Identity, Consumer Brand Guidelines, Consumer Graphic Packaging Design, Consumer Structural Packaging Design, Consumer Brand Digital Design
Location: United Kingdom
Market Country: Multiple Countries
Market Region: Multiple Regions
Project Category: Spirits
Consumer Packaging Format: Bottle, Box
Consumer Substrate / Material: Glass, Pulp Carton