Four friends decided to mix passion and exploration by distilling their own whisky in a basement in Montreal’s Villeray district. The essence of the brand aptly represents a boys basement: a mystic, smelly place, with strict rules that are continually broken.
These four distillers were still running tests, but their strong personalities were enough for me to go on to create a charmingly arrogant logo, complete with an Irish twist.
This is exactly the Irish-Villeray-boy look we needed to motivate us to launch our project.