O'Mahony
O'Mahony
Category
Typography and Brand Design
Launch Campaign
Copywriter
Individual Project
Challenge
The goal of this project for my typography design class was to conceptualize a liquor brand and create a custom Victorian-style typeface inspired by a fictional backstory based on actual history. The name "O'Mahony" is written in this original typeface for the label design, printed on an existing bottle chosen to fit the brand's identity. This also includes how the market would be introduced to the brand and the secret literary society it was born from.
Concept
O’Mahony is the story of an Irish immigrant who founded a Whiskey brand to help Ireland gain independence from England. To be successful in his efforts he created the cover story of a literary society in America where they sent the bottles hidden in books in exchange for resources to help the rebellion. It is a whiskey steeped in history but its story has been 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 launch O'Mahony Irish Whiskey as a hidden gem in a market crowded with celebrity brands lacking history, we will focus on targeting the younger generations who value authenticity. Young people's consumption of alcohol has decreased, so when they do look to purchase a bottle, they are seeking the excitement of discovering something unique to share with friends. We will invite people to rebel against the insincere norms of the market 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.
