jack daniel’s festive pack

Itu Chaudhuri Design

F301, Second Floor Chaudhury Prem Singh House, Lado Sarai, New Delhi, Delhi 110030


Jack Daniel’s, the legendary American whiskey brand, launches a festive pack in India every year around Diwali. Festive packs are an AlcoBev fixture, appealing to consumers at a time when spending increases manifold. We were approached to design their festive pack for Old No. 7, Gentleman Jack and Single Barrel Select for the 2022-23 festive season.


Diwali in India is a bright, loud and indulgent time. It is the time of the year when Indians like to shop for themselves, friends and family—sweets, clothes, gold, silver and more recently, alcohol. We felt that an ornate, bright and maximalist pack might appeal to the Indian consumer.


Indians don’t like restraint in their celebrations. Opulence and grandeur are the norm, especially around major festivals like Diwali. We don bright, ornate kurtas and lehengas. Homes are decked up with rangolis, diyas. LED light strings are everywhere, from houses to offices, malls and streets. We attend and throw diwali taash parties—it’s a heady time. All of this and more informed our design. A few lines that we wrote for the insert capture the essence of the Indian festive season and tie it with Jack’s philosophy of making the moment count. Indian motifs are liberally used—there are fuljharis, rockets, diyas, cards, elephants, glasses. Rendered in the LED strips style, ubiquitous around the festive season.

There is a lot of gold and silver on the pack, eliciting almost a shubh feeling when held in your hand. We placed the iconic Jack bottle silhouettes at the centre of our design. This complements the bustling surroundings they are set in and makes the variants instantly recognisable The message is clear—Jack is at the centre of festivities. We made the venerable whiskey from the American South celebrate the Indian way.


Itu Chaudhuri Design

F301, Second Floor Chaudhury Prem Singh House, Lado Sarai, New Delhi, Delhi 110030
Creative Director : Itu Chaudhuri
Design Concept: Ashok Dey
Design Development: Ashok Dey, Sneha Mahajan
Writer: Itu Chaudhuri, Akhoury Abhishek, Ayushmaan Agarwalla
brown forman