For the bottle, M&E took design cues from the paneling of a whiskey cask and from laboratory glassware found in the microdistillery. But, wanting to depart from traditional whiskey branding and design, the studio also looked outside of the worlds of distilling and Ireland for inspiration. The result, an octagonal bottle, refracts and bounces light. On the bottle’s side panels, embossings produce a kaleidoscope of patterns within.
M&E then custom-made the marbled-paper patterns featured on the labels; each type of whiskey received a specific color palette inspired by the studio’s many visits to Midleton Distillery. And by keeping all elements of the identity modular, M&E has allowed Method and Madness to expand its range without repetition. As the brand continues to release new expressions forming the next generation of Irish whiskey, it’ll do so with a visual identity that’s got a dash of method, a sprinkle of madness and heaps of fresh appeal.