O'MAHONY
O'MAHONY
Category
Typography and Brand Design
360 Launch Campaign
Role
Label design, Art Direction, and Copywriting
Challenge
For my typography class, I created a liquor brand, “O’Mahony,” with a custom Victorian-style typeface inspired by a fictional backstory rooted in history. The label, printed on a fitting bottle, reflects the brand’s identity and launch strategy tied to a secret literary society.
Concept
O’Mahony tells the story of an Irish immigrant who founded a whiskey brand to fund Ireland’s independence. Disguised as a U.S. literary society, they smuggled bottles in books for rebel resources. A whiskey rich in history, its story was long hidden…until now.
Launch Campaign
To position O’Mahony Irish Whiskey not only as a hidden gem but as a movement in a liquor market oversaturated with celebrity money grabs and industry plants. With alcohol purchases becoming more intentional, we will target young consumers who value authenticity. O’Mahony invites them to rebel against the hype and drink an independent spirit.
Social
Partner with cocktail creators on Instagram by sending O’Mahony book packages. These posts will have a swipe-up to a microsite.
Out of home
Print ads celebrating O’Mahony’s literary history with a CTA to visit the microsite and “Join the Rebellion.”
Microsite
People can learn about O'Mahony's entire journey from Ireland to the United States. Then you can Join the Rebellion and gain access to the release parties.
Experiential
O’Mahony will host a launch party in a pop-up speakeasy inside historic libraries.
