Irish whiskey is booming - but the story it keeps telling is stuck in the past. Castles, clovers, misty nostalgia. But the world has changed. And so has Ireland.

Black Emerald was born to reflect that change, and we needed to craft an identity and pack that felt as layered and contemporary as the people drinking it. An Irish whiskey that speaks to a modern, multicultural Ireland – bold, creative, and forward-looking. 

To express this mission, we collaborated with renowned Irish artist Fintan Whelan, whose work spans an alchemical blend of pigments, oils, and various media to express the complex notes and spirit of both releases. Credit: Lewis Moberly, 2024-25 Skillset: Strategy and design direction, artwork and print direction.