Proper Twelve
Role: Senior Designer
Design Director: Ryan MacEachern
Head of Design: Tim Green
Agency: Creature LondonProper Twelve has made a significant impact in the whiskey industry, ranking as the fourth largest globally. We embarked on crafting a comprehensive brand identity, utilizing their existing assets and building a strong foundation for future growth.Their new slogan, ‘Mark Every Win,’ encourages bold and proud celebration of all victories in life — big or small. The brand world was built out from the Proper Twelve crowned tiger, he became the symbol of this courage to win. The typography is crafted to carry through that bold energy of the tiger. The vibrant green is inspired by the glow of the bottle when the liquid shines through, paired with a bold orange, which is another visual cue of the tiger. We use this orange to illuminate the bottle in product photography.