Matt Burns
Creative Director · Co-Founder · Executive Creative Director
In their own words
We didn't want just to refresh eggnog. We wanted to flip it. Modernise it. Disrupt the category enough to make it worth caring about again.
Double Gold captures a feeling – not just a flavour.
The unlock came early when we agreed the design had to behave like the process: four distinct passes through the stills, layered into one clear read.
Risk is behind X4+18's creation, and it's not just the way it's created that's different – it tastes different, looks different, and is different.
Articles & interviews
- Thirst is bringing back The Eggnog Riot. Literally.
Creative Boom features Thirst’s new concept drink, RIOT — a caffeinated, midnight-black reimagining of eggnog inspired by the 1826 Eggnog Riot. The Glasgow studio’s design embraces chaos and modern energy, rejecting traditional festive clichés through bold packaging and a rebellious tone. The project showcases how design can reinvigorate a tired category with attitude and wit.
- Five creative projects we loved in November 2025
Creative Boom’s November 2025 roundup highlights five standout design projects that balance clarity, emotion, and nostalgia. Featured studios include Canvass, Studio Arndt Benedikt, dentsu, Thirst, and Cole AD, each delivering thoughtful brand identities across sectors from workplace art to whiskey and community charities. The article celebrates craft, warmth, and human connection in contemporary branding.
- Bruichladdich unveils radical new identity for world-first quadruple-distilled X4+18 whisky
Creative Boom reports on Thirst's bold new packaging identity for Bruichladdich's X4+18 Edition 01, the world's first quadruple-distilled 18-year-old whisky. The design uses abstract geometry, vivid colour, and sustainable materials to reflect the distillery's experimental spirit and challenge Scotch conventions.