The Whiskey Brothers' style is simple, sophisticated and quirky. The rationale behind the image series for the Whiskey Brothers came from the deep analysis of the target audience and the upcoming contemporary market for whiskey. The image series and logo design showcases themes of humour and quirkiness into the persuasive campaign, detailing the quality of the whiskey and the atmosphere. The three image series kept the same photography theme as this is proven to be most effective, becoming more memorable and recognisable which is overall what every new brand needs, especially when establishing a unique target market. The Von Restorff Effect describes the phenomenon of memory; stating novelty, humour and 'bizarreness' are all considered noticeably different, and therefore more likely to be remembered. This was strongly taken into account throughout the designing process. The Whiskey Brothers sheds a new angle of the way to advertise about alcohol, standing out from competitors.