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Sacred is an English Whisky That Stands Out From The Rest

by Natalie Mouradian on 11/16/2017 | 2 Minute Read


Hart & Jones have set about challenging the uncompromisingly masculine codes of the whisky category, with their branding and packaging design for a new London finished, peated English Whisky.

“Whisky has evolved to project a set of values that fits the tough landscape of its Scottish heritage. When considering the design for a new English whisky, finished in PX sherry casks in London by the Sacred Spirits master flavour craftsman, we saw a huge opportunity to break with tradition and speak about taste. A conversation sorely lacking in the design codes of this aromatically rich category.” Simon Jones, Managing Director at Hart & Jones.


Sacred Spirits started life as micro distillers of gin: capturing flavour and aroma is part of their DNA and has heavily influenced their journey into whisky territory.

Chris Hart, Creative Director at Hart & Jones, talks about creating new codes:

“The new design captures the eccentricity and curiosities surrounding the brand in an iconic and powerful manner. But the uniqueness of this design is the metaphor of the moth: inviting the consumer into the decadent drinking experience, visually sampling the subtle sweet fruit notes and deeper sapid tones of smoke, fire and oak. It is not your everyday Whisky window shopping experience.”


Sacred’s co-founder, Hilary Whitney, adds “Hart & Jones have developed a unique and beautiful design language for whiskies that started with our outstandingly successful whisky liqueur and will continue with exciting launches in the future.” 

Sacred’s peated English whisky is launching in high end on trade outlets in October 2017. 


Designed By: Hart & Jones
Creative Director: Chris Hart
Designer: Dane Winterson
Designer: Robyn Birchall
Project Manager: Victoria Stuart
Location: UK

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