Revising the History and Taste of Irish WhiskeY
Overview
Créatúr is a project with ambitious aims: to tell a revised history of Irish whiskey and explore its tastes in depth. Culminating in a book scheduled for 2026 and a whiskey release in 2028, the project also includes a series of monthly in-person and virtual events running throughout its lifespan. Alongside these, there will be multiple experimental spirit releases exclusive to supporters designed to deepen engagement.
Bringing together a cast of global whiskey industry leaders, Créatúr embarks on a quest to uncover the true origins of Irish whiskey, challenging long-held myths and revealing fresh insights about this complex heritage. This global quest has brought us to many countries in search of the rich history of Irish whiskey.
CHALLENGE
The traditional narratives surrounding Irish whiskey contain many myths and ambiguities, obscuring its rich historic and cultural significance. The project faced the challenge of crafting a new, well-researched account that would appeal to experts and enthusiasts alike, while honouring the spirit’s evolving legacy through tangible releases and ongoing engagement.
SCOPE
Hoop-la led the creative in partnership with Créatúr’s author Dr. Fionnán O’Connor to deliver:
• Brand development and positioning reflective of the project’s scholarly and cultural depth
• Visual identity creation spanning the book, the whiskey packaging, and event collateral
• Design of the digital platform including e-commerce and event management
• Content strategy and social media asset design to engage and grow a dedicated supporter community
• Art direction and creative oversight of photography, video, and print materials
• Production oversight of promotional events and virtual experiences connected to the project
• Brand development and positioning reflective of the project’s scholarly and cultural depth
• Visual identity creation spanning the book, the whiskey packaging, and event collateral
• Design of the digital platform including e-commerce and event management
• Content strategy and social media asset design to engage and grow a dedicated supporter community
• Art direction and creative oversight of photography, video, and print materials
• Production oversight of promotional events and virtual experiences connected to the project
Approach
By blending academic research with creative storytelling, Hoop-la ensured the project’s visual and experiential elements were authentic and engaging. Close consultation with Fionnán and the extended whiskey community allowed for a highly collaborative approach faithful to the spirit of discovery and education at the heart of Créatúr.
Art Direction
The art direction defined the aesthetic language that ties together the book’s design, whiskey packaging, promotional imagery, and digital assets. A considered balance of traditional elegance and modern simplicity was maintained to reflect both the heritage and contemporary innovation at the heart of the project. The photography style, typography, and colour palette were carefully curated to evoke authenticity and engage a wide audience, while respecting the depth of the subject matter.
Solution
The resulting brand threads together the concept of whiskey as a living creature - shaped by the environment, the people who craft it, and the materials from which it is born. The limited-edition An Créatúr Bocht single pot still whiskey is designed with classic elegance and sustainability in mind, inspired by historical mash bills discovered by O’Connor as part of his doctoral research. The digital presence creates an immersive home for the project’s rich narrative, supporter interaction, and fundraising activities.
Results
The project has attracted a strong community of supporters through its cask share and fundraising campaigns, generating excitement within specialist and general audiences. Créatúr now stands as a fresh, authoritative voice on Irish whiskey history and continues to build momentum ahead of its book and spirit release milestones.
Client TESTIMONIAL
Hoop-la are a class of alchemists. Their extraordinary visuals and uncanny insight breathed life and a name into a newborn project and they continue to nonchalantly open doors that didn’t seem to be there.
As a creative partner, Hoop-la gave focus, planning, and a public-facing cognisance to what had only been a book before. As photographers and designers, they have given the text a visual vocabulary so natural and resonant that it has become unnatural to imagine the one without the other. As a promoter, their instinctual understanding of ethos communication has given the book a place in the world. Quite simply, Créatúr would never have been itself without Hoop-la’s visual talents and sensibilities, integrative vision, nuanced intuitions, and continuous ingenuity. Hoop-la are designers in the truest, most myriad sense of the word.
Dr. Fionnán O' Connor - Historian, Award Winning Author and Educator.
For projects requiring deep heritage storytelling paired with striking branding and digital strategy, Hoop-la offers creative solutions that connect with audiences thoughtfully and vibrantly. Get in touch to discover how we can bring your stories to life.
Let's talk!
