When two great families come together something really special is bound to happen. In this case it was the birth of Slane Irish Whiskey, the result of a partnership between Brown-Forman, global distillers and producers of brands including Jack Daniels and the Conyngham family, longstanding owners of Slane Castle and its surrounds.
The primary objective was to build a whiskey brand and distillery experience that had its own unique character and distinct personality, yet also had the fabric of the Coynynghan family woven into the brand’s DNA.
The secondary objective was to rejuvenate and revitalise the Slane Castle online experience. Known for its legendary rock concerts, Slane Castle has grown into so much more. It’s now a luxurious destination hosting weddings, gala dinners and corporate events. The brand had to make itself more relevant to a changing audience.
We played a crucial part in its rebirth by developing a global online web presence for both Slane Irish Whiskey and Slane Castle. For the former it was a chance to start from square one, creating a new emerging brand which embodies the unique character traits of Slane Castle and the Conyngham family, while for the latter it was the perfect opportunity to refresh but retain existing equity. Our challenge lay in creating two compelling user experiences while also retaining overarching brand consistency.
For Slane Irish Whiskey, the site draws visitors into the brand story, introducing the spirit of Irish whiskey in a whole new light. From its structure to the photography style and graphic imagery, it builds deeper engagement with the brand, and also encourages visits to the distillery.
First impressions are key to the online experience. An evocative moving background image is used to strike an emotional chord to draw the user in. The iconic bottle takes pride of place, reinforcing the individuality of the brand.
Extending the brand experience with an online booking system and localised content encourages further engagement with the audience, creating a seamless brand experience at every touchpoint both online and offline.
With over 200 years of heritage, the Slane Castle website acts as a storytelling platform, using a compelling narrative to convey the rich history. It also communicates the commercial aspect of the Castle to key audience segments, detailing every element of the offering from the new restaurant and bar, to concerts, weddings and the castle itself.
Creating a design system that unites the two sites was crucial, reflected in the clean grid format that’s at once visually appealing, dynamic and fully responsive. The two work in harmony, presenting a unified online experience.