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Dick Mack’s Whiskey – Packaging Design

Logos, Packaging

Dick Mack’s Whiskey – Packaging Design

What did the Client Need?

The Mac Donnell family have been serving up liquid refreshments in Dick Mack’s pub, Dingle, Co. Kerry since 1899. As a dualfunction pub you will find beer and a fine selection of whiskeys on one half of the bar, and a leather shop on the other. Visitors near and far come to absorb the atmosphere of this unchanged Irish pub. In recent years, they have won Munster and overall Irish whiskey bar of the year. Expanding on their winning streak, Dick Macks released their first whiskey bottling in 2020. We worked alongside them to design and curate the story and the look & feel for the packaging.

The Solution

Dick Macks wanted us to help them capture their unique character in the label design for their new whiskey. It was crucial that we encapsulated the unique character of this Irish pub within the label. Steeped in history, Dick Macks has been described as, “stepping back in time… doing things that have been done 100 years ago”. Taking inspiration from this, we wanted to capture the new and fuse it with old, making consumers feel like they were sitting in the iconic Dick Macks when enjoying their whiskey.

The red bands of colour on either side of the label are a nod to the red doors that you pass through when entering the pub. The texture on the label is an etching that we took from the well worn wooden bar top in the pub (we got some strange looks from the locals). The wine splashes on the label signify the Marsala cask finish used for the whiskey and allow the consumer to easily visually recognise the influence of wine in the tasting notes.

Founded by Finn, Willy, Declan and Peter, incorporating friendship was an important consideration for the packaging. The essence of this friendship was visually communicated by creating a custom stamp embedded in the Irish language. This stamp reads ‘Cumann na gCairde’ (Irish for the Society of Friends). This symbolises the friendship of the founders but also the friendship shared with those who enjoy a drink of whiskey together at the bar. Limited to just 245 bottles (which sold out within a couple of days), a friendly message “your new lucky number” was incorporated into the design to highlight that each bottle is uniquely numbered by hand.

The Result

The label needed to be old style with Irish influence without being cliché, the result was a strikingly unique whiskey which mirrors the atmosphere that greets you when you step into Dick Macks. Each individual element was intentionally designed and thought through to achieve this. Keep an eye out for more to come from Dick Macks…

What Does The Client Think?

AK Graphics were recommended to us by a previous client of theirs and initially we were going to speak to a few different company’s about a label design for our new pub whiskey. However, after our first meeting with Anne and her colleagues, we were very impressed by their portfolio to date and decided to let them start work on our label design. They were very positive about the project from the start and arranged to visit the pub itself in order to get a better feel for what we wanted to achieve.

Once there, their attention to detail was clinical and they instinctively knew what we wanted to accomplish with this label which would adorn all of our whiskeys going forward. Two of their designers were given the job to design a label and we were then invited to choose the one that we wanted to proceed with. Both were excellent but after making our design choice, work commenced on it.

We are absolutely delighted with the final design which we feel is a perfect fit for the pub and product and would have no hesitation in using AKGraphics again. We were very pleased with their professionalism, teamwork, attitude, instinctiveness and efficiency. They are a very easy group to deal with.

Peter White, Dick Macks Pub

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