Bushmills / The quality and smoothness of its whiskey were undisputed, but awareness of Bushmills was shamefully low outside of Ireland. Our aim was to redesign the identity to evoke the brand’s spirit of independence and working heritage, allowing it to take on bourbon and Irish whiskey across Europe and the US. The new bottle and label graphics exude character and authentic quality. Exports of Irish whiskey were up 30% in 2010, with the redesigned Bushmills being instrumental to that growth