Proper Twelve

  • Identity Design,
  • Campaign,
  • Design for Print,
  • Design for Screen,

As lude and rude as the company's founder

Proper Twelve: Nothing Proper About It

In dialling the visual language up to twelve, we pitched to change the face of whiskey with a visual identity that breaks all the rules of what a whiskey brand is 'meant' to show up like. By channelling the attitude of the company's founder Conor McGregor into the identity, we ended up in a world that feels cavalier in the face of tradition. Ultimate stand out, differentiation in a saturated marketplace, and celebration of expression. While we didn't win, it's a great case study of differentiation.


Head of Design






    • Helen Rhodes
    • Executive Creative Director
    • Felipe Serradourada Guimaraes
    • Executive Creative Director
    • Miriam Menendez
    • Design Director
    • Adam Buckland
    • Senior Designer