
FIERCELY INDEPENDENT. ALWAYS HONEST.
BACKGROUND
The Whiskey Wash is your one stop shop for all things whiskey. Originally launched as a hobby blog in the US back in 2013, it quickly grew into an award winning lifestyle destination. A decade later it changed ownership.
DISCOVERY
The changing state of the media landscape meant that many incredible resources were no longer financially viable for the passionate whisky fans who ran them. Malt had closed. Scotch Whisky.com had closed. In 2023, the same fate awaited The Whiskey Wash, until Mark Littler stepped in as the new owner with a fresh new vision. And with this new vision came a requirement for a brand refresh. The challenge was knowing which direction to take the new look Whiskey Wash, that would reassure their loyal US fanbase that the new UK ownership was to be a positive move, whilst future-proofing for exciting future developments.
DELIVERY
Following a few heavy rounds of revisions and subtle changes of direction, we were able to work with Mark to produce a new, cleaner logo that, rather than avoided the clumsiness of the brackets often displayed in the word ‘Whisk(e)y’, embraced them, intentionally mimicking a whiskey barrel, and made them a focal feature that would spill into the rest of the brand identity. We used the same typeface as the Mark Littler logo to make that link between the two brands, and the web font pairing was steered towards reputation and readability, combining the headline serif of Playfair with the versatility of Open Sans. Drawing on inspiration from industry-leading digital media outlets, the brand identity was given a professional and reliable look and feel, pulling in a gold accent colour to compliment the intentionally mono primary palette.











