Pitch BBH 2023
Nothing Proper About It
This whiskey goes by the name Proper 12. But there's nothing proper about it. Aged for just 3 years, yet its flavour rivals a 7-year-old bottle. This whisky champion those who do things ”improperly”. The ones who ignore “the rules” and do things their way. The ones who drink on a school night when they’ve got something to celebrate.
Proper No. Twelve Irish Whiskey embraces a singular motto: "Live your life authentically and freely." Discover your true self, your passions, and your community. By staying genuine and defying societal norms, we assert our identity with unwavering confidence. We're committed to success and continuously challenge ourselves to be the best we can be. Each step of our journey is a cause for celebration, and we proudly proclaim our victories because every day spent following your unique path is a triumph.
Designer: Adam Buckland / Design Director: Miriam Menendez / Head of Design: Andy Cooke
In our fresh brand proposition, we challenge the traditional norms of whisky by breaking free from the established design rules. We embrace a unique visual language that ventures into uncharted colour palettes and blends graphic elements with authentic real-life photography.
