At Impulse, we love a project that allows us to dive into a brand’s history, and they don’t come much richer than Malcolm Brown & Co.

As one of Ireland’s most storied names in spirits, with roots stretching back to 1800 in the heart of Dundalk, Malcolm Brown & Co. isn’t just a whiskey company—it’s a piece of Irish distilling history. Our mission was to take this incredible 225-year legacy and bottle it into a modern, high-performance digital experience.

Distilling a Digital Identity

The challenge with a heritage brand is finding the balance between “old-world” prestige and “new-world” usability. We focused on a design language that feels as premium as their liquid. Utilising a deep, colour palette, elegant serif typography, and immersive full-width photography, we’ve created a space where the history of the Dundalk Distillery feels alive. Working with Cann Creative was, as always, a fantastic experience. Their eye for detail is second to none, and they’ve truly outdone themselves with the new Malcolm Brown & Co. bottle and packaging design.

Crafted for the Modern Enthusiast

While the brand is rooted in the 19th century, the user experience is strictly 2025. Key features of the new build include:

• Story-Led Navigation: A dedicated “Our History” section that takes users on a journey from the distillery’s founding in 1800 to its modern-day revival.

• A Seamless Shop: Whether you’re looking for their eponymous Irish Whiskey or the bold “Flaming Leprechaun” cinnamon spirit, the e-commerce journey is streamlined, secure, and fully responsive across all devices.

• Visual Storytelling: We integrated rich media to showcase the fine details—from the grain to the American Oak barrels—ensuring the “craft” is visible in every scroll.

Looking to refresh your brand’s digital presence? Whether you have 200 years of history or are just starting your journey, get in touch with the Impulse team today.

We have a range of projects scattered throughout our news and portfolio. To find out more about this service and others alike, give us a call on 01904 430 666 to discuss your needs.