Jack Daniel’s Tenn. Whiskey
To be responsible to the brand, we needed to approach the redesign with an eye toward the future, while carefully considering 140 years of equity and history.
Jack believed that a unique product deserved unique presentation, so he chose to sell his whiskey in a square bottle with a fluted neck. True to the original, the new bottle has distinctly chiseled, masculine features – a square footprint, square shoulders and beveled corners.
The iconic Jack Daniel’s label stands for uncompromising quality and craftsmanship. The new label maintains a balance of filigree, iconography, and special typographic elements, in black and white with a touch of silver.