2Gingers Irish Whiskey asked us to relaunch their brand to non-whiskey drinkers. So, instead of positioning the brand as a sophisticated and exclusive whiskey, like most of the brands in the category, we decided to go for a more approachable tonality. That's why we came with the idea of "Surprisingly Friendly Whiskey".
![](https://cdn.myportfolio.com/458bb15d-c328-4e08-984b-f1df0d744339/9551e797-79d8-41ee-9460-855c07194d03_rw_1200.png?h=b63e9588f969bb093fa8fda8bbaef7b1)
Designers: Eric Cronin and Vince DeSantiago.
![](https://cdn.myportfolio.com/458bb15d-c328-4e08-984b-f1df0d744339/2b5a807d-e985-48a3-a992-36811f3edade_rw_1200.png?h=c82118668775f57de15df1d5098bcbc8)
![](https://cdn.myportfolio.com/458bb15d-c328-4e08-984b-f1df0d744339/9c89cf51-df61-42fe-b6ea-c272fe634c4f_rw_1920.png?h=1424171210ddb31197d52204d84144b3)
![](https://cdn.myportfolio.com/458bb15d-c328-4e08-984b-f1df0d744339/ab0f4fa4-c3b5-4b88-a2e5-9c12abc91b5a_rw_1920.png?h=0112e22ff684346c0e7fa877a6dc42ba)
![](https://cdn.myportfolio.com/458bb15d-c328-4e08-984b-f1df0d744339/9b605138-9b2d-4053-aa7d-76dcff360b6c_rw_1920.png?h=22d33d51410c1d0fdabebf7f28bb0ad3)
We'll hire actors to drive cabs in New York City and be extremely friendly (unlike most cab drivers in NYC). The perfect setting for a responsibility message.
![](https://cdn.myportfolio.com/458bb15d-c328-4e08-984b-f1df0d744339/2a2f05d8-6322-4c25-96a1-23c7f58f1236_rw_1920.png?h=0a6a058e65788e5e0f2bf7c747758a55)
We'll surprise people with "compliment tickets".