Blarney Castle is an iconic Irish attraction but when we started working it lacked any branded identity. Someone wiser than me once pointed out that a destination without branding is like a balance sheet without good will. The difference that Blarney owns is all about its personality – it’s history with a smile. That makes for a great logo but also permission to have  very distinctive tone of voice. When we came to interpretation, the brand character permitted a playfulness that one could usually dream of.