At the heart of this brand is its namesake, Tullamore. It serves as the primary inspiration for this label design. The unique wraparound label was inspired by the Grand Canal which weaves its way through Ireland, and on whose mercurial banks Tullamore flourished. The Mór brand is very much a product of its surroundings and the branding was designed to evoke this. A bespoke contoured ripple effect bottle adds to this simple but effective design concept, and with the application of warm copper foils, creates a bottle with persuasive shelf appeal.