Hart & Jones design for Sacred Spirits

A new brand platform, identity and packaging for Sacred Spirits Company's English Whisky Liqueur has been launched in the UK, US and Europe, developed by Hart & Jones.

Sacred is known for its small batch, aromatic gins, vodkas and vermouths. Proud to distil and hand finish each element at its Highgate microdistillery, the  London team set its sights on a whisky liqueur and recruited design agency Hart & Jones to tell its story.

Simon Jones, co-founder of Hart & Jones, comments: “There are a wealth of individual messages around a brand as differentiated as Sacred’s whisky: its Highgate provenance the eccentricity of the people behind it, all combined with the curious botanicals and production methods. However we didn’t want yet another over-complicated ‘storytelling’ brand but an iconic presence that hints at all the mysteries without spelling them out.”

Sacred have a strong presence in the top tier on trade and so standout at back of bar was vital. Hart & Jones crafted a butterfly that displays across two bottles to symbolise the unique brand components.

Sacred’s English Whisky Liqueur is first aged in bourbon casks and finished by hand in Spanish PX sherry casks by Ian Hart at the Sacred Microdistillery in London’s Highgate.

Chris Hart (creative partner, but no relation to Sacred's owner) says: “From the moment we saw Ian’s still, we knew we had to seize the eccentricity, craft and enthusiasm it provoked. Our team have created a visually arresting pack which is both curious and beautiful, capturing the intricacies of this exceptional product and is perfect for Sacred’s premium positioning”

Ian Hart says: “There are exciting opportunities for whisky at present. We expect to see trends such as no age statements, flavoured whiskies and unique origins, gaining momentum in 2017, and with the first London bottled English Whisky Liqueur we hope we are leading the way into undiscovered territory.”

Sacred’s co-founder, Hilary Whitney, adds: “Hart & Jones immediately impressed me with how quickly they got to the heart of our concept and then subsequently translated this into a compelling brand identity and iconic pack design”.

Sacred’s English Whisky Liqueur, the first of three whiskies by Sacred, officially launches Autumn 2017 and is exclusively available at specially selected outlets.

4 June 2017 - Sam Coyne The Drinks Report, news editor