The Unfinished Picture by jones knowles ritchie
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
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