Hart & Jones have set about challenging the uncompromisingly masculine codes of the whisky category, with their branding and packaging design for a new London finished, peated English Whisky.

“Whisky has evolved to project a set of values that fits the tough landscape of its Scottish heritage. When considering the design for a new English whisky, finished in PX sherry casks in London by the Sacred Spirits master flavour craftsman, we saw a huge opportunity to break with tradition and speak about taste. A conversation sorely lacking in the design codes of this aromatically rich category.” Simon Jones, Managing Director at Hart & Jones.

Sacred Spirits started life as micro distillers of gin: capturing flavour and aroma is part of their DNA and has heavily influenced their journey into whisky territory.