Project: Digi – Support Your Local

The drinks industry plays a crucial role in the Irish economy, directly employing 90,000 people across pubs, off-licences, restaurants, breweries, distilleries, and distributors. It also supports 175,000 jobs in the broader hospitality sector, representing 7.5% of Ireland’s workforce. To remain competitive, the industry focuses on innovation, with breweries, distilleries, and pubs continually enhancing their products and services.

Despite its importance, Ireland has the EU’s second-highest alcohol excise tax, including the highest on wine, second-highest on beer, and third-highest on spirits. These taxes challenge growth and competitiveness within the sector.

I was commissioned to design a brand identity for the “Support Your Local” campaign, launched by the DIGI Group to champion the Irish drinks and hospitality industry. The logo was crafted to symbolise community, support, and strength, ensuring its adaptability for both online and offline use. Additionally, the campaign publishes up to four industry reports annually, further raising awareness and driving engagement.