Counting Pigs

A vodka brand with roots and a rebellious streak

Capabilities
Packaging Design

Sectors
Food & Beverage

The mission

Counting Pigs is a triple-distilled Irish vodka made from rare heritage potatoes. Founded by fifth generation potato farmers, this challenger brand began as a smart solution to a simple problem. Too many good potatoes were going to waste because of their shape or size.

Sustainability has always been part of the family’s DNA, quietly guiding generations before them. The founders knew there had to be a better way, so they teamed up with Neworld and Bord Bia to bring their idea to life.

Launching into a market dominated by global giants meant every element had to punch above its weight. This was a chance to do something different. To create a vodka brand with provenance, personality and a proudly independent spirit.

The transformation

With a completely blank canvas, we set out on our mission. The name Counting Pigs came from local folklore – a surreal, mischievous tale that felt just right for a brand intent on breaking the mould. The idea of counting was woven through several design elements, from the 3x distilled bespoke neck tag to the subtle slash through the O in the brand name.

Every detail was crafted to challenge category norms and stand out. We commissioned bespoke illustrations in a dreamlike style showing two pigs roaming through the famous fields of Athenry. A disruptive pink colour palette sets the tone, balanced by copper foil accents that add a premium edge and textured paper stock that gives the label a tactile, natural feel. The brand story nods to the family’s rich farming heritage but takes a bold forward-looking stance. The tone of voice is playful, irreverent and unmistakably Irish.

As a challenger brand, bar call was key. A bold C anchors the label design. This visual cue acts as a beacon to customers through the chaos of a busy bar and builds instant recognition.

Counting Pigs launched with instant intrigue, bringing new energy to the vodka category and catching the attention of retail and trade buyers alike. A true category disruptor, proudly rooted in place, rich in personality and never afraid to wander a little off course.

Counting Pigs triple distilled Irish vodka is made using rare, Irish heritage potatoes which are hand selected to give every serve a signature crisp taste and super smooth finish.

An outlet for the potatoes that were still perfectly fine just not acceptable for retail due to shape or size – sustainability, nothing wasted – an ethos that was present in the family for all the generations

An opportunity to create a disruptive brand. Every element had to work extra hard to gain traction. Going up against major global brands.

The name – Counting Pigs – derived from folklore surrounding the area. Tone of voice and design took cues from this. Mischievous pigs wandering the field in a dreamy illustration style. Representing the brand’s desire to go against the norm.