PR and brand strategy agency Creature London has launched a new brand platform and short film for Conor McGregor’s Proper No. Twelve Irish Whiskey.
The platform, “Mark every win”, aims to embody the brand’s Irish herit
age and will launch across multiple markets, including the UK, from September.
Creature London highlighted the importance of detail in the new campaign, wanting to ensure the rebranding would both be recognisable to current customers and able to attract a new audience.
In addition, the tiger – Proper No. Twelve’s original logo – has also been included across all creatives, both in illustrations and as a 3D asset, in an attempt to foster brand familiarity among current consumers.
“It was clear from the beginning that the tiger embodied Proper No. Twelve’s values and personality, so it was a no-brainer that it should become the central element of the new brand world,” said Creature London head of design, Tim Green.
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“With its dynamic and versatile nature, it has become the focal point of the design system and the inspiration for the rest of the brand world,” Green added.
A short 30-second film has also been produced to support the brand platform and comically features a group of friends riding a single park bench.
Carried past an out-of-home display showing Proper No. Twelve’s rebranded visuals, the film ends with the group of friends being brought into a pub, where they will enjoy the drink.
Founded in 2018, the whiskey brand was purchased by Proximo Spirits in 2021. Creature London secured its account in 2022 following a competitive pitch process, with a view to reinvent global communications platform for the brand.
Creature London chief executive, Dan Cullen-Shute, said: “An absolute belter of a pitch process, against just as high a calibre of agency as you’d expect for a brand like this, followed by a brilliantly collaborative process leading to great work and our shiny new design team taking flight.
“Honestly, what’s not to love? So many wins along the way.”
