The brief to JDO was to help bring back once-faithful drinkers and introduce Smithwick’s to a younger target audience. Robust typography was developed in order to communicate confidence, pride and strength.

The new design paid for itself and Smithwick’s became the fastest-growing LAD brand in the West of Ireland. Fully deserving of its Gold at 2011’s DBA Design Affectiveness Awards.

Client: JDO

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