role
lead Graphic Designer
timeline
2021-present
tools
Adobe CC, Figma, miro
client
sovereign brands
About the brand
The Deacon is a premium blended Scotch Whisky brand owned by Sovereign Brands.
Aque Vitae – water of life traditionally distilled. Blend of “smokey” mainland, and peaty Islay malt whiskies, charred orange, spice, and peat. A story about TRANSFORMATION. "Dare to live outside the normal".
Taste experience transports you – visuals that feel unique, abstract, moody, changing, balanced with precision, and handcrafted detail.
Objective
As lead designer, my objective was to conceptualize and execute an iconic visual identity and packaging design that would solidly establish Deacon as a premium Scotch whisky brand. I collaborated closely with the executive team at Sovereign Brands to interpret the brand vision into impactful, memorable design elements.
Through strategic art direction, I designed Deacon's signature bottle shape, cork top, front and back label graphics, logo lockup, and other core visual assets. The finished product exemplifies my abilities to build compelling brand identities and 3D packaging executions that deeply resonate with target luxury consumers.
Plague Doctor
Over a 3-year design process, I led the creative development of Deacon's standout front label. We explored numerous artistic directions before landing on the iconic plague doctor illustration that became the brand's distinguishing visual identity.
I art directed our illustrator to bring this unique mascot to life in a striking, premium style resonating with target consumers. The prominent Scottish flag reinforces Deacon's provenance as a blended Scotch whisky.
X-pattern
The embossed X-pattern and simplified plague doctor icon on Deacon's custom cork top reflects the tactile design of the bottle itself. I introduced the ornate pattern and metallic sheen to mimic traditional copper pot stills, making the bottle eye-catching on shelves and bars.
This considered detail reinforces Deacon's premium Scotch positioning. The iconic bottle shape stands out as a sculpture-like brand asset, granting Deacon visual distinction in the crowded whisky category.
Initial Design Concepts
Every element was carefully considered to establish a memorable and premium look and feel that sets Deacon apart.
Print Assets
I designed various print materials to support Deacon's sales and PR teams in building brand awareness and driving growth. These visual assets included sell sheets, shelf talkers, banners, press kits, and more.
Utilizing Photoshop and Illustrator, I conceptualized and produced the graphics from scratch, tailoring them to resonate with retail trade partners and media. The print materials effectively communicated Deacon's premium Scotch whisky positioning and unique brand narrative across key audiences.
Digital Assets
Showcasing Acclaim for Deacon Scotch
As the lead designer for Deacon Scotch Whisky, I created a promotional slide highlighting the brand's recent accolade from Whisky Advocate.
Instagram Statistics
Packaging
The Deacon Bottle Shipper Box
Designed and produced specialty shipper packaging to transport Deacon bottles with premium protection and unboxing experience. The structural black box features copper foil and embossing for a luxe finish.
The packaging successfully showcases and secures Deacon bottles for shipping while underscoring the brand's prestige.
The Deacon Gift Box / Gift Shipper Box
Designed luxury gift packaging and gift shipper boxes as special retail offerings for The Deacon. The intricately detailed copper gift box provides an upscale experience for consumers.
Both box designs align with Deacon's identity and effectively merchandise the whisky as a premium spirit for gifting occasions.
Art Direction
I art directed a photoshoot conveying The Deacon's Scottish origins through moody, atmospheric imagery. After curating inspiration images showcasing Scotland's misty forests and overcast lighting, I hand-selected props including mossy stumps, slate rocks, wood branches and live moss.
On set, I directed the style and composition to achieve a serene, gentle mood aligned with the brand narrative. Strategic use of fog machines and natural light transported the viewer to The Deacon's rugged yet beautiful homeland.
Digital Experience
I designed The Deacon's website experience including desktop and mobile site layouts. Strategic use of brand colors and imagery visually reinforced The Deacon's identity while maintaining a refined, seamless user experience.
Thoughtful art direction brought the mood and atmosphere of the brand to life digitally through cinematic photography and subtle animated elements. The result is an immersive but easy-to-navigate website that effectively captures The Deacon's essence for consumers.
