Brand Identity | Packaging Design
Fercullen Whiskey
This project reimagines the identities of Powerscourt Distillery and its signature whiskey, Fercullen, creating distinct yet interconnected brands through storytelling and visual design.
Drawing inspiration from the early 20th century and the turbulent history of Irish whiskey during Prohibition, the rebrand reflects an era of resilience and adaptation. The industry was decimated by export restrictions, giving rise to hidden Irish taverns tucked away in shops and back rooms. These details inform a design that celebrates both tradition and reinvention.
As Powerscourt marks the revival of whiskey production in Wicklow after more than a century, the design reflects both heritage and progress - honouring the past while looking boldly toward the future.
The logo reflects the typographic style of the era, featuring a stacked design with the distillery’s location incorporated - an approach commonly seen in vintage branding.
Set in Columbia Titling, a wide slab-serif typeface inspired by early 20th-century wood type and industrial signage, it reinforces a sense of heritage and authenticity.
Sepia-toned vintage imagery is used throughout to evoke the estate’s deep-rooted whiskey-making legacy. Thoughtful material choices - such as vintage-inspired signage and string-and-tie envelope closures - enhance the brand’s tactile experience, echoing the craftsmanship at the heart of Powerscourt.
The Fercullen logo is set in a Gothic wood typeface, meticulously recreated from the only surviving copy of an 1830s William Leavenworth type specimen book. Characteristic of 19th-century typography, its narrow letterform counters and distressed texture evoke the look of a vintage stamp, reinforcing the brand’s historical inspiration.
The imagery takes a more modern approach, using black and white photography as a contemporary counterpart to Powerscourt’s sepia tones while staying true to the brand story. The label design draws from Prohibition-era posters, featuring stacked typography and blocks of text.
“Elena’s design work has a beautiful balance of form and content. She is able to connect with audiences and develop impactful design compositions that make people feel something.”
- Stacey Pitsillides, PhD, Assistant Professor at Northumbria University