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In Midleton, Ireland, apprentices and masters work side by side to craft superpremium whiskeys at the Midleton Distillery. It’s through this combination of tradition and innovation that they’ve been able to create an experimental brand, Method and Madness, that pushes the boundaries of what Irish whiskey can be. Tasked by Irish Distillers with designing a bottle and identity for the microdistillery’s new offering, Malmö, Sweden–based design studio M&E found an interesting starting point in the brand’s name. By using two opposing patterns throughout the labeling and packaging—straight lines to symbolize method and order, and marbled patterns to reference madness and liquid experimentation—M&E embodied the juxtaposition between the words method and madness.

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.

me-me-me.se

methodandmadnesswhiskey.com

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