Derrick Lin


Designed by Cue, United States.

The challenge was to honor the brand’s legendary status while reinforcing its meaning in the world. New packaging uses language, imagery and iconography to tell the Jack Daniel’s story in a way that is as well crafted as the whiskey itself. We evaluated the equity of the brand elements, then edited carefully to clarify their meaning.

The result is packaging that exudes quality and relevance, and is unmistakably Jack Daniel’s. The refined identity solidifies the brand’s position as a cultural icon.

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.

Cue edited label elements based on what was most relevant.

The front label has steadily evolved over time, with a greater presence of black and simplified decorative elements.

The new bottle introduces chiseled shoulders and beveled corners to enhance the confident, masculine silhouette. The design stays true to the legacy of the original square bottle with fluted neck that Mr. Jack selected back in 1895

The identity system keeps the classic elements of the old label, but has been edited to more
clearly tell the product story.  New iconography shows that every barrel is still mellowed,
matured, and tasted at the historic distillery in Lynchburg, Tenn.

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