Tullamaine Distillery Gin

Tullamaine Distillery

A spirited brand story strong enough to cut through a crowded market.


Project Idea

We put brand story at the heart of the marketing strategy for Tullamaine Distillery. The more connected customers would feel to the brand story, the more likely they would be to buy these unique spirits. We used Michael Barry’s vibrant family history to shape a distinctive, engaging brand identity that would carve out space in a crowded Irish spirits market.


Project Description

During a site visit we discovered that Michael’s father, grandfather and great-grandfather were also named Michael. Each of these Michaels followed their dreams and used their determination and creativity to establish fascinating careers. This inspired the tagline ‘Generations of Remarkable Spirit’.

The face of the brand is one of the original Michaels – Michael Barry V. We created an illustration replicating an original photo using an etched effect. Everything about this illustration feels Irish and genuine. He has the face and expresion of someone you know. This added a warmth and familial feel to the brand.

The distillery logo features a man standing on a horse juggling bottles. An unusual sight and one that captures the bravery and daring spirit that each of the Michaels embodied. The horse from the logo is also a little nod to the original request for the branding to focus on racehorses – a concept that was explored but was not a strong or unique as the family history.

When writing the brand guidelines we ensured some flexibility around the logo and colour palette so that future product ranges could remain consistent and impactful.

Michael also approached us to develop the main website. This was a large project that required photography, copywriting, cocktail recipes and extensive research around botanicals and the history of the area to bring the brand to life.

Tullamaine Promotion Material

Who are Tullamaine Distillery?

Tullamaine Distillery aims to be a progressive and innovative micro distillery based in Tipperary, Ireland. Michael Barry was inspired by the wealth of natural resources around him to create a range of spirits including vodka, gin and whiskey.

anne+co took our branding in a direction we never could have done alone. They challenged us and asked the questions that really got to the heart of our brand.
Michael Barry
Tullamaine Distillery
Tullamaine Coarse Gin
Tullamaine Website Mobile
Tullamaine Packaging

Scope of work


  • Historical Research
  • Onsite Visit
  • Name Ideation



  • Gin Label Design
  • Paper Stock
  • Print Finishes


  • UX Workshop
  • Research & Analysis
  • Affinity Diagram
  • Site Map
  • Wireframes

Web Design

  • Information Architecture
  • Layout Design
  • Responsive Design
  • Animations
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