We were briefed to create an off-trade gift carton for Tullamore D.E.W that boosts the shelf equity of the brand, while encouraging all year round gifting. Our approach was to visualise the Irish whiskey’s quirky and warm brand personality by bringing the brand story to life.

We created a custom illustration with a combination of typography and graphics which told the story of the triple distilled whiskey, a blend of three whiskeys, the liquid’s smooth character yet complex flavour, the man behind the D.E.W. as well as the Irish heritage of the brand. The bold yet intricate illustration style wraps around the whole box, to allow for full 360 degree pack stacking highlighting the unique bottle shape with a glow printed in luminous ink for stand out on shelf.

The arresting pack generated great awareness and talkability, and contributed towards an uplift of 16.7% increase in year on year sales for the brand.