Creating a 21st Century Irish Whiskey in the 19th Century Tradition

Dublin Mercantile Blending Co.

Dublin Mercantile Blending Co. Irish Whiskey was created to re-ignite the great tradition and innovation of late 1800s Irish whiskey blenders. The turn of the century in Ireland was a time when free thought was celebrated, and all manner of culture was pushing at the edges of convention. For whiskey, it was a time of small producers, bootlegging and local pubs creating their own signature blends. An exciting time when bending the rules brought about the possibility of great discoveries and of great whiskey blends. Now, in 21st-century Dublin, Master Distiller Noel Sweeney has taken inspiration from the creative independence and craftsmanship of that era to create his own completely unique and extraordinary blend. Mercantile Irish Whiskey has thus been born, and Trinity was asked to create an identity system and packaging to bring that turn-of-the-century romance to life in a new brand.

Identity Design
Packaging Design
Brand Strategy
Creative Strategy
Sales & Marketing Materials Design
Campaign Key Visual Design
Campaign Development

Dublin Mercantile Blending Co. key graphic and phrase.

The period-driven typography grounds Mercantile firmly in that proud, rule-bending era. The brand takes ownership of an old-fashioned key as its primary visual equity, suggesting imagery of apothecaries and alchemists with their little locked drawers of mysterious elements that together were used to blend magical concoctions. The key becomes an invitation to unlock something special–the ingredients, the secret doors to where the bootleggers conducted their business, the backrooms where whiskeys of every sort were blended to perfection. True to the idea of an inspired blend, the label itself is a thoughtful mix of techniques and finishes–a screen-printed wordmark brings a tactile, raised feel to the lettering; an embossed key brings depth and interest; and copper foil links to the pot stills where whiskey is traditionally distilled.

The brand’s story is presented on the neck label as a mystery to be decoded. As with the undercurrent of that era, its message is hidden in plain sight. Beyond the package, the brand’s look and feel extends easily to campaigns, including a launch teaser campaign that utilized elements of the package to arouse interest and curiosity, drawing people in closer and closer until the big reveal.