- Client:
- Roe & Co
- What we did:
- Customer Experience Strategy, Packaging & Brand Collateral, Format Development, Communications Design, Retail Design
- Where
- Dublin
The Challenge
Irish whiskey is on the cusp of a new golden age. Inspired by the 19th century master distiller George Roe, Diageo’s contemporary whiskey brand Roe & Co wanted to transform the former Power House of the Guinness Brewery in Dublin into a distillery full of fun and flavour in order to launch their brand to an urban audience. With consumers looking for an enhanced distillery tour experience that blends a spirited story of creation with quality, choice and personalisation, we needed to create an immersive and unconventional space that appeals to a range of ages, from whiskey novices to seasoned connoisseurs.
The Solution
We created a multifunctional retail hub that acts as the threshold for Roe & Co’s visitor tours. Blending retail with hospitality, the inviting space provides the perfect introduction and culmination of the distillery tour and allows visitors to fully immerse themselves in the brand and its products. Developing the customer journeys to cater to various audiences, we created an area complete with a ticketing desk, relaxing lounge, lively bar and cocktail stations where customers can craft their perfect drink according to their taste profile.
A warm welcome
With a key emphasis on hospitality and ensuring visitors enjoy their experience from start to finish, Roe & Co’s people play a key part in ensuring guests are greeted at the concierge and ticketing desk and invited to relax in the lounge area with refreshments before or after their tour.
Cocktail kits
As part of the distillery tour, visitors discover their ideal taste profile. Back at the retail hub, they can build their own cocktail kit complete with the ingredients, glassware and equipment they need to take their new favourite tipple home with them. We designed packaging inspired by local nature to ensure they get their selections home in once piece.
A personalised experience
Visitors can decant their own whiskey into Roe & Co’s iconic bottles, with the option to personalise the glass or corks for a truly bespoke experience.
Industrial roots
The space has an industrial, mid-century style, giving it a reclaimed vintage feel that plays in perfectly to the restored Power House location. Walls are hand-painted with a copper effect and natural materials provide softer, handcrafted touches.
Standout signage
Neon lighting and mesh signage adds to the raw feel of the space, appealing to the brand’s urban audience and helping visitors navigate the full experience journey.
Window graphics
Large impactful windows with illustrative graphics offer impressive views into the working distillery and a taste of what’s to come.
