With Grace Strategy
With Grace was never intended to be a category-conforming whisky. From our first conversation with its founders, it was clear that the identity and packaging needed to embody a sense of provenance and quiet luxury, whilst conveying the elegance and beauty of its contemporary new world style—a character still sparsely represented on Australian whisky shelves.
With Grace also needed to capture the deeply considered ‘science meets art’ approach of its maker and self-professed flavourist, Rose Kentish, who brought years of experience not only in distilling, but also in brewing, winemaking and perfumery—a rare grouping, but one that supports her passion and ceaseless pursuit to create flavour, aroma and beauty.
These insights informed our strategic approach, which centred around three elemental pillars: the artisanal and multifaceted approach of its maker; its contemporary, new world ‘house’ style; and a deep connection to provenance—crafted in the Adelaide Hills, with a strong emphasis on local ingredients and enduring relationships.
These principles were not simply aesthetic—they formed the foundation of the product’s character. A whisky shaped by the hands and heart of its maker, rooted in terroir, and expressed through a layered, sensory pursuit of flavour, aroma and beauty.
Naming, storytelling and tone of voice were all considered strategically. The brand needed to speak to the discerning whisky lover, but also to those drawn to graceful expression, sensory depth and considered craft—people who may never have seen themselves as whisky drinkers—until now.
Once the name With Grace was selected, the narrative found its rhythm effortlessly. Understated yet evocative, quietly alluring and unmistakably considered across all touch points—visual, verbal and written.
