Not only does the brand name feel like it could be the title of a high-octane action film, but the brand design for Whisky Is The Limit also throttles the gas to full speed. Each bottle is a surreal mix of the Swiss countryside mixed with animals from local legends. The blending of type, illustration, and geometric patterns make this one whisky brand you’ll want to show off to your hip, cool friends.

WHISKY IS THE LIMIT Whisky Is The Limit is an independent whisky bottler based in Geneva, Switzerland. The brand began as an online resource that shared stories, travel logs and whisky tastings, but quickly grew a loyal following on social media. Thanks to the strong relationships established with distilleries and influencers over the course of many field trips, it was a natural next step to start selecting and bottling their own whisky casks. We were tasked to rebrand the business from top to bottom, and disrupt the conservative visual codes of the category to highlight a more fun and upbeat character of whisky. The ultimate goal was to make whiskey a more inclusive drink that knows no boundaries of age, gender or status. The key design features are: a new logo system now composed of a full-name and acronym with custom hand-drawn lettering, and an original pyramid logomark that encapsulates the meaning of the brand name.

The brand identity was completed with the choice of Sang Bleu Kingdom – a striking typeface made by Swiss Typefaces – as the lead brand font, and a broad colour palette of pastel tints rarely associated with the whisky category.