2024
Proper No. 12
Ecommerce
Amazon
Art Direction
Strategy
Design Strategy Rooted in Customer Insight.
Proper No. Twelve Irish Whiskey had a strong brand presence and a loyal following, but their Amazon product listing wasn’t telling the whole story—especially to first-time buyers. Negative reviews often pointed to misunderstandings about the taste profile and alcohol strength. For seasoned whiskey drinkers, the listing didn’t offer enough detail about what set this spirit apart.
My Role
As the visual designer for this listing revamp, my goal was to bridge the gap between product expectations and customer experience. I focused on crafting Amazon product images that did more than look good—they needed to educate, reassure, and resonate with both newcomers and connoisseurs.
The Strategy
To solve this challenge, I used a two-pronged visual approach:
Set Realistic Expectations for New Customers
I designed lifestyle and product-focused images that clearly communicated the whiskey’s smoothness, approachable flavor profile, and alcohol content. These visuals were paired with brief, easy-to-understand copy that guided first-time buyers on what to expect from their first sip.
Speak the Language of Whiskey Aficionados
I incorporated tasting notes like vanilla, honey-like sweetness, and toasted oak to connect with more seasoned drinkers. I also added visual cues—like close-up shots of the liquid’s golden hue and carefully chosen glassware—to appeal to whiskey enthusiasts who look for nuance and depth.
