Pearlfisher has designed packaging for Jameson Bitters’ locally sourced whiskey Wild Sloe Berry Bitters.

The new design is claimed to give an outstanding look and feel for Jameson Bitters, while capturing and preserving the essence of hand foraging.

Pearlfisher senior creative strategist Jack Hart said: "We wanted to use Bitters as an opportunity to tell a story of authenticity, not around heritage, but specifically through the product origins, how it’s sourced, foraged and made. This allows Jameson to enhance its credentials as a true localvore, sharing their knowledge of the Irish countryside and all it has to offer.

"The new design is honest and unpretentious, capturing and preserving the essence of hand foraging with a raw and rustic delivery."

"In this way, we better connect bartenders to the whole drinks-making process and provide them with genuine gestures that take them beyond the bar and to the very source of the ingredients they use."

The whiskey is said to complement the brand’s Irish roots and flavors, and has been packaged with a view to offer bartenders and drink enthusiasts new ways to enjoy the brand.

Pearlfisher creative director Sarah Cattle said: "The new design is honest and unpretentious, capturing and preserving the essence of hand foraging with a raw and rustic delivery.

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"The Jameson hierarchy is maintained but the label encapsulates the idea of stepping into the wild, and the journey of the forager, by using natural stock, hand-illustrated and handwritten detailing with a single-minded and simple use of colour representing the natural and seasonal ingredient."

Image: Wild Sloe Berry Bitters whiskey. Photo: courtesy of Jameson Bitter.