Black Irish
When Mariah Carey launched her own Irish Cream Liqueur, the packaging needed to carry the weight of her name without leaning on it as a crutch. Working directly with her team, I created the logo, brand identity, and packaging across three distinct flavors — White Chocolate, Original, and Salted Caramel — designed to hold their own on shelf against category heavyweights.
Service
Creative Direction, Branding & Packaging Design
We created the logo and branding for Black Irish and then applied it to the packaging for Mariah Carey's new Irish Cream Liqueur. It was a long-time dream of hers to build a premium beverage brand that is connected to her family's heritage. A broad range of brand assets was created for marketing across multiple platforms including printed collateral, social media, and other digital promotions.
Recipes for Success
As part of the brand launch, original recipes were created using the three flavors of White Chocolate, Original, and Salted Caramel to educate consumers and elevate the experience of imbibing Black Irish Liqueur. The recipes were published on the Black Irish website and on social media.
