At Hinch Distillery, a pair of ancient Irish Elk antlers hang proudly above the bar. They became the inspiration for a brand story built around the Elk’s character - proud, authentic and independent - qualities that mirror both Hinch whiskey and its drinkers.

Working with the Hinch marketing team, I developed a brand toolkit that brought this story to life for both consumers and trade. A renowned Spanish artist was commissioned to create a modern interpretation of the Elk, while traditional woodcut illustrations introduced a heritage aesthetic across the brand book, digital assets, POS and gift packaging.

I also art directed the cocktail range, giving it a contemporary twist with natural foliage details hidden in the shadows, and created a fresh and bold packaging design direction for Craft & Casks - Hinch’s innovative range of whiskeys matured in craft beer casks. The result was a confident, distinctive brand that has been very well received by whiskey lovers across their global markets.