Kirk & Bright - The first punk whisky on the market

Kirk & Bright: a disruptive and colourful new entry-level whisky brand to complement the portfolio of proprietary brands of The Whisky Lodge, which also created the Orcines brand (Bronze Lion at Cannes in the Design Premium Brands category).

The Whisky Lodge wanted to launch a Scotch whisky brand to reach the younger generation of neophytes looking for inspirational brands. In order to be distributed by wine merchants and mass retailers, the company wanted to break away from the conventional codes of the market in order to emerge on the shelves while remaining reassuring with regard to the codes of the sector.

To create a strong brand, the agency took as its starting point the origins of whisky in Scotland and a village with an enigmatic sound: Kirskoswald. After a brainstorming session involving the agency and the founder of The Whisky Lodge, we turned the village's name around to create a story around Kirk & Bright: an English dandy and his sheep who embody the brand's irreverent philosophy and give the whiskies their unique soul.

The man, Kirk, is a former punk who has taken refuge in the hills of the Highland where, living like a hermit, he collects whiskies. The sheep, Bright, is his faithful and only companion. Beneath their deceptive appearances - a tweed-clad dandy, a typically Scottish sheep - Kirk & Bright are explosive and unexpected beings.

Facing an entry-level offer that is often dull and uniform, framed by traditional whisky brand universes, the agency has come up with a territory that is assertive and ostensibly offbeat. 

Inspired by the British punk movement, the visuals are sharp and colourful, drawing on street art and vintage irony. Whiskey bottles that explode market codes with vibrant, neon colours and a set of torn labels featuring our two protagonists, Kirk & Bright. Embossed labels with gold embellishments give these two whiskies a real personality to stand out on the shelves, while reusing the traditional codes of the sector with an informative and reassuring low label on the Scottish origins of the beverages.