Branding and packaging design for Mór Irish Gin. At the heart of this brand is its namesake, Tullamore. It serves as the primary inspiration for the 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.