Along the kitchen wall of Zeus Jones, you’ll find more than a few bottles of alcohol. Among the neglected butterscotch schnapps and the bottle of Boone’s Farm we’re patiently letting age, we guarantee there will always be a few bottles of single malt scotch whisky. Our love of the stuff is only natural, considering our CEO, Rob White, grew up in Scotland, and that there are more than a few whisky tasters at our long table. The purity of Scotch whisky makes it the king of whiskies, allowing it to reflect the region where it was created and the ingredients that went into its distillation. So when recent creative applicant Dan Horan came in with a sketch for a whisky tasting iPad app, you can bet we snatched him up and set to work developing it. We hunkered down in a room and discussed how the user experience should go, coming out with an experience that was more inspired by board games than any one example of technology.
We wanted it to feel social and democratic, easy for anyone to enjoy. Many angles were considered, from developing a “host” character to making a brainy trivia game, but we decided the approach that felt the truest was making the app a tour of Scotland. For the identity, we came up with the name PROOF, a play on proving your knowledge of scotch, and also on the concept of alcohol purity.