THE BUSKER
Product naming

When famed Italian spirits brand ILLVA Saronno acquired a historic distillery in Ireland’s County Carlow, it became an opportunity to understand and enter an entirely new global market. Their challenge was to create an Irish whiskey brand out of whole cloth that could go after the category leader’s 80% market share.

Rather than create another “heritage” stereotype in the category, “The Busker” name and identity were created to stand alone, and to cross cultures, eras and continents. “The Busker” reflects the charming, impish spirit and improvisational nature of the brand, giving the new whiskey an intriguing backstory to sell.

  • Product name

  • Primary competitors

  • Brand attributes

  • Brand attributes

  • Brand attributes

  • Bottle cap

  • Name launch merchandise

  • Name launch merchandise

  • Distillery logo