Redbreast by WMH&I for Pernod RicardWho liked - Redbreast by WMH&I for Pernod Ricard

WMH&I London

ABOUT

ABOUT
Redbreast is the world’s most-awarded single pot still whiskey. But while the liquid was ultra-premium, the branding hadn’t quite caught up. Redbreast’s Robin icon—a nod to the Gilby’s chairman who first named the brand—was under-leveraged, and the broader brand world lacked the distinctiveness to match the whiskey’s prestige.

Our challenge was to elevate Redbreast from a well-kept secret among whiskey aficionados to an icon of craftsmanship in the ultra-premium whiskey world. And to do that, we turned our attention to the bird itself.

CREATIVE CHALLENGE
The ultra-premium whiskey category is crowded—with more bird motifs than a twitcher’s diary. Our job was to make Redbreast’s Robin not just another bird on a bottle, but a beacon of brand distinction.

We studied the Robin’s behaviour, posture and symbolism, and uncovered an insight that unlocked everything: the copper shimmer of the redbreast, glimpsed in winter light, is what makes the bird truly remarkable. Just like the whiskey itself.

CREATIVE SOLUTION
We transformed the Robin’s red breast into a drop of whiskey—melding the spirit of the bird with the spirit in the bottle. The new icon retained the Robin’s inquisitive character while exuding the craftsmanship and confidence the brand deserves.

A new wordmark, refined typography, and a rich palette of copper and burgundy brought elegance across all channels—from on-trade to off-trade, digital to display. We introduced a new visual device, ‘the drop’, to hold messaging and flex across the brand world.

The tagline, "Quite the find," made clear the thrill of discovering Redbreast—just as spotting a Robin thrills the everyday.

RESULTS
The rebrand was unanimously approved by local markets—an extremely rare feat—and was implemented globally. It also inspired unplanned out-of-home campaigns in Ireland. A humble garden bird had officially taken flight.