The brand earned its name from a legendary horse race in 1876 in which an unlikely chestnut colt, Tyrconnell, won against all odds. Symbolic of the brand and of the incredible liquid, we saw the opportunity to centralize this story, which brought pride and hope to the community.
Facing rising competition and demand, The Tyrconnell® saw the opportunity to further solidify a premium positioning for the brand, free of stereotypical Irish notions. This informed our approach to design through the lens of The Tyrconnell's 200-year-old tradition. Although the craft that yields the refined spirit remains unchanged-single malt and single barrel-elevating the unique heritage helps to reaffirm and celebrate the brand with a bold and contemporary expression of the legend that is The Tyrconnell®.
The updated logo for The Tyrconnell® adds dimension and vibrancy with a new, arched shape. Hand-drawn details, such as the age on the bottle's uncoated label, reinforce the spirit's crafted roots. Combined with bespoke stitching on the hang tags which take cues from saddle stitching, these details ensure the bottles are elevated and elegant.