The Unfinished Picture by jones knowles ritchie

Date: Aug 2019
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Hidden on a peninsula on Ireland’s Wild Atlantic Way, a historical house had fallen into disrepair and a factory lay disused. An idea was sparked: repurpose the factory into a distillery, simultaneously regenerating a historical landmark and transforming a local community. The task was to create a brand that would deliver this vision.

Embracing the long-term nature of this project, the team landed on the idea of an ‘unfinished picture’; something that would never be complete, ever-evolving over time.

The Gaelic word Athrú (meaning change) was chosen as the brand name, mirroring the transformation of the house and factory, and expressing the experimental nature of the brand’s whiskey making process.

The forward-leaning treatment of the Athrú word mark embodies the progressive nature of the brand, and the three sections highlight the unique triple distilled character of Irish whiskey.

Every detail of the brand, from the name through to the wordmark and limited edition casks, reveals more of Athrú’s character and builds on its long term purpose. A progressive nature and sense of intrigue is expressed through all marks, typography and imagery, giving a taste of what lies ahead.


Global Chief Creative Officer: Tosh Hall

Executive Creative Director: Sean Thomas

Creative Director: Martin Francis

Design Director: Elena Cartasegna

Senior Designer: Ben Ridley

Senior Designer: Alex Tear

Designer: Harry Harrington

Designer:Alexandra Lazarevic

Senior Account Manager: Jess Fox

Strategy Director: Lee Rolston

Copywriter: Christopher Sharpe

Head of Motion: Daniel Kennington

Senior Creative Video Editor: Daryl Yeoman

Visualising Manager: Jonathan Murphy

Senior Visualiser & Retoucher: Antony Frangos

Visualiser & Retoucher: Naomi Issac

Senior Artworker: Sam Broude

Production Director: Christie Nelson

Photographer: Ben Peter Catchpole

Film Production Company: Brother Film Co

Marketing Director: Amy Maw

Marketing Manager: Carolyn McKeown

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