Beam, a British multinational alcohol beverage company, has re-launched its Irish whisky brand Kilbeggan with new identity and packaging.

The new look is designed by International brand design agency Bulletproof, who started working on the project from June 2012.

The new packaging features a design that represents Kilbeggan’s premium status, taste and Irish heritage.

Bulletproof global creative director Nick Rees said upon arrival at the 256 year-old distillery, they quickly came to know its importance and the importance of Kilbeggan Irish Whisky.

"Everyone we met as part of our immersion educated us on the ‘romance’ of Irish Whiskey. Our job was to take all of the amazing heritage, pride, passion & expertise to a discerning global audience," Rees added.

"A defining moment in our journey was being shown the beautiful copper pot stills that had as much character and history as their surroundings.

"We brought the rich visual language of these physical elements into our label through styling, colour and subtle print finishes; the end result being a bottle that stays loyal to its small town roots whilst reflecting a superior quality and finesse that demands the attention of a global audience."

According to the company, the new look will be implemented across the complete brand portfolio.

Bulletproof account director Mo Doyle said they have enjoyed working with Kilbeggan right from start to finish.

"We’re looking forward to seeing it out there on shelves and enjoying our new found Irish Whiskey romance…uisce beatha!," Doyle added.