The Unfinished Picture

Hidden on a peninsula on Ireland’s Wild Atlantic Way, a historical house had fallen into disrepair and a factory lay disused. An idea was sparked: repurpose the factory into a distillery, simultaneously regenerating a historical landmark and transforming a local community. Our task was to create a brand that would deliver this vision.


Brand Strategy
Brand Identity
Film & Motion
Social Media Content


Creative Review

Communication Arts

The Drum


ADC Merit Win

D&AD Shortlist


Embracing the long-term nature of this project, we landed on the idea of an ‘unfinished picture’; something that would never be complete, ever-evolving over time.

Every detail of the brand, from the name (Gaelic for ‘change’) through to the wordmark and limited edition casks, reveals more of Athrú’s character and builds on its long term purpose. A progressive nature and sense of intrigue is expressed through all marks, typography and imagery, giving a taste of what lies ahead.

From our very first meeting we were acutely aware of the creativity and talent of the JKR team. They “got” what we were trying to achieve and translated this into the reality of a brand. We expected a lot, and the team did not fail to deliver. They exceeded all our expectations, building a creative idea that not only met our requirements at the time, but provided us with something capable of expanding with our ambition. They built a unique brand that enabled us to confidently approach investors to get the funding we need to grow.

David Raethorne, Founder & Director of Lough Gill Distillery.