Outlier Distilling Co
Outlier is a craft distillery on the Isle of Man. As the name suggests, it's looking to do things a little differently from the mass market.
Outlier Distilling Company embraces a brand identity that’s unapologetically different: bold, playful, and refreshingly clean. The design concept strikes a balance between irreverence and refinement, capturing the spirit of a company that challenges convention while maintaining a sharp, modern aesthetic.
From the vibrant color palette to the confident typography and cheeky copy, every touchpoint reinforces Outlier’s commitment to doing things its own way. It’s a brand that doesn’t just stand out - it stands for something: quality, creativity, and the freedom to break the mould.
Developing the
brand identity
Outlier Distilling Company’s identity was built to reflect its name — a brand that stands apart from the crowd. I created a bold yet minimal logo, with a signature offset dot above the “i” to subtly reinforce the idea of being off-centre, unconventional, and proudly different. Alongside the visual identity, I established a tone of voice that’s confident, playful, and a little irreverent - speaking directly to a creative, independent audience. I also developed brand guidelines that cover typography, colour use, and photography direction, ensuring a consistent but flexible look and feel that leaves room for personality while maintaining clarity and cohesion.
Label design
& artwork integration
A key part of Outlier’s brand story is its celebration of local creativity. I designed a labelling system that provides a consistent framework across all product lines, while allowing each label to feature bold, original artwork from a local artist. The label system is clean and structured, but deliberately leaves space for creativity to spill over by extending the artwork around the bottle to give the impression of breaking boundaries. This approach ensures that while each bottle feels unique, the product line still maintains a strong, recognisable brand presence on the shelf.
Creating collateral
& extending the brand
With the foundation of the brand in place, I led the design of various collateral to bring Outlier to life across multiple touchpoints. This included the design and layout of the website, as well as merchandise like hoodies, t-shirts, and stickers that reflect the brand’s bold personality. For events and promotions, I created signage, print materials, and even custom pieces like a branded “rum-pong” table - each item designed to spark curiosity and invite engagement. Whether digital or physical, every piece was crafted to feel unmistakably Outlier: playful, confident, and just a little off-centre.
