I worked with Jameson and Belfast drinks distributors, Dillon Bass, to create a brand, interior graphics and merchandise for an exclusive bartender’s club in Belfast. This wasn’t a public bar - it was a hidden space where drinksologists could immerse themselves in the Jameson story, experiment, and take new ideas back to their own venues.

Tucked away in the basement of a Georgian townhouse, the club became the Jameson Underground Society. I developed the name with a deliberate double meaning: not only did it reflect the secret, members-only nature of the space, but shortened to “Jameson & US” it gave bartenders a sense of ownership and connection.

The brand came to life through interior graphics that tied Jameson to the spirit of Belfast, a newsletter that showcased the space and its events, and carefully designed merchandise for the lucky few who made it inside. Together, these elements created a sense of exclusivity, community and pride - an “if you know, you know” environment that strengthened Jameson’s relationship with the city’s bar culture.