Role Played:

Motion Graphic Designer

Bringing an iconic whiskey brand to life through motion

Following WMH&I's rebrand of Redbreast Irish Whiskey, I collaborated with the agency to translate the new visual identity into motion. My role was to create a cohesive motion language that expressed the premium craftsmanship of the refreshed brand across digital and campaign touchpoints.

My Role

I was responsible for developing and producing the motion assets for the rebrand, including:
• Logo animations, transitions and brand proof of concept material
• Motion principles for transitions and reveals
• Digital Out of Home (DOOH) animations
• Case study films and launch materials for WMH&I

Working closely with the design team, I ensured every animation reflected the refined character of the new identity while remaining flexible enough to work across multiple formats and channels.

The Challenge

The motion needed to feel as carefully crafted as the identity itself. A key requirement from the client was that the robin behaved authentically and that its movements had to be subtle, natural and instantly recognisable, avoiding the overly animated feel that often comes with character work.
Alongside the robin animation, I also needed to create a premium environmental backdrop for the logo. I sourced footage of oak trees as a nod to the wood used to age the whiskey and transformed it into a soft, atmospheric shadow texture. This became a seamless looping background that added depth and context without distracting from the identity.

Motion Approach

To capture believable robin behaviour, I studied reference footage of the bird's characteristic movements, its alert posture, quick head tilts and inquisitive nature. These observations informed every animation decision, resulting in motion that felt authentic rather than exaggerated.
The oak shadow loop was designed to evoke the environment in which the whiskey develops its character. By abstracting real oak tree footage into a subtle moving texture, the background added richness and atmosphere while allowing the robin and logo to remain the focal point.
Together, these elements created a restrained motion language that reflected the craftsmanship, patience and premium quality at the heart of the Redbreast brand.

Outcome

The motion assets formed part of the launch of Redbreast's refreshed identity, spanning logo animations, DOOH content and agency case study films. By establishing a cohesive motion language, the identity extended seamlessly beyond static design into a richer, more immersive brand experience.
The project was also entered into the World Brand Design Society Awards, highlighting the quality and ambition of the wider rebrand and its execution.