Milroys of Soho

A new chapter for London’s oldest whisky specialist


The Challenge

Milroys of Soho was founded in 1964 by eccentric brothers Jack and Wallace Milroy, who are credited with bringing single malt scotch whisky to London through working with blend owners and encouraging them to supply their single malts. Since those iconic days, the shop has passed through a number of owners and was brought back into private independent ownership in 2014 by a dynamic young team of whisky fanatics, who wanted to breathe new life into the brand and bring their rich heritage to the fore. 

Alongside the brand update, Milroy's wanted to launch its own range of single malts - starting with four variants that ranged from an 8yr old blend all the way up to a 28yr old Blair Athol - that needed a flexible, economical and bang on brand, design system.


The Solution

As whisky branding experts, creating a new identity for London’s oldest whisky specialist is a task to be relished.

We wanted the new brand to bring together Milroy's place at the heart of the history of whisky with a fresh and modern twist, reflecting the new owners, its location in the heart of Soho and its accessible expertise.

We coined the phrase 'The Original Whisky Specialist' and put it right in the heart of their identity, along with a bolder, more contemporary (yet still classic) typeface. Soho remained front and centre, as the both the birthplace of the Milroys single malt revolution and as an indictor of attitude.  The packaging system for the malts pulled this through, using a stocky bottle and fresh colour system to marry old and new - with a simple and easily updatable layout, which maximised print runs and makes the creation of future variants quick and consistent.  There is also a new look interior and shop front at the Greek Street store, and a brand new website launching in March.

Our new look perfectly captures what Milroys is all about. It’s modern, solid and beautifully crafted. The elements work together – as on our packaging – but also are beautiful independently. We want to appeal to both the whisky connoisseur but also to the novice who wants to try something for the first time. Our brand now matches our attitude and ambition, and we can’t wait to enter the next era of Milroys of Soho.

Simo Owner and Executive Director of Milroys of Soho.