O'Mahony
O'Mahony
Category
Typography and Brand Design
Launch Campaign
Copywriter
Individual Project
Challenge
For my typography class, I created a liquor brand, “O’Mahony,” with a custom Victorian-style typeface inspired by a fictional backstory rooted in history. The label, printed on a fitting bottle, reflects the brand’s identity and launch strategy tied to a secret literary society.
Concept
O’Mahony tells the story of an Irish immigrant who founded a whiskey brand to fund Ireland’s independence. Disguised as a U.S. literary society, they smuggled bottles in books for rebel resources. A whiskey rich in history, its story was long hidden—until now.
Inspired by historical libraries, O’Mahony has a book spine detail on the label and comes hidden in a hollow book to conceal the Dublin Hills Literary Society’s independence movement.
Launch Campaign
To position O'Mahony Irish Whiskey as a hidden gem in a market saturated with celebrity-backed brands lacking heritage, we’ll target young consumers who value authenticity. With alcohol purchases becoming more intentional, they seek unique finds to share. O'Mahony will invite them to rebel against industry norms and forge their own path.
Social
Partner with cocktail creators on Instagram and send them O’Mahony in the book packaging. These posts will have a swipe up to a microsite.
Out of home
Print ads that highlight the literary history and spirit of O’Mahony that have QR codes that also drive people to the microsite.
Microsite
People can learn about O'Mahony's entire journey from Ireland to the United States. Then you can Join the Rebellion and gain access to the release parties.
Experiential
O’Mahony will host a launch party in a pop-up speakeasy inside the historic libraries across the country.
