Jameson Wild Sloe Berry Bitters

Derrick Lin


Agency: Pearlfisher
Founding Partner & Chief Creative Officer: Jonathan Ford
Creative Director: Sarah Cattle
Design Director: Jon Vallance
Designer: Lucy Roberts
Senior Creative Strategist: Jack Hart
Account Director: Joanna Pierce
Project Type: Produced, Commercial Work
Client: Jameson
Packaging Content: Bitters
Location: USA

Pearlfisher creates brand and design for Jameson Bitters

Pearlfisher has created the brand and packaging design for the new Wild Sloe Berry Bitters, by Jameson. This is a new, beautifully crafted and locally sourced Bitters brand from Jameson that delves into the brand’s Irish roots and flavours, and is designed to give influential bartenders and drink enthusiasts new ways to enjoy and experience the iconic whiskey brand.

With the rapid growth in Bitters brands, a certain “type” of Bitters language is quickly saturating the category. Pearlfisher’s task was to create a visually distinctive look and feel for Jameson Bitters, whilst ensuring we complement, respect and become a great companion to the Jameson master brand.

Pearlfisher Senior Creative Strategist, Jack Hart, commented, “We wanted to use Bitters as an opportunity to tell a story of authenticity, not around heritage, but specifically through the product origins, how it’s sourced, foraged and made. This allows Jameson to enhance its credentials as a true localvore, sharing their knowledge of the Irish countryside and all it has to offer. In this way, we better connect bartenders to the whole drinks-making process and provide them with genuine gestures that take them beyond the bar and to the very source of the ingredients they use.”

Pearlfisher Creative Director, Sarah Cattle, commented, “The new design is honest and unpretentious, capturing and preserving the essence of hand foraging with a raw and rustic delivery. The Jameson hierarchy is maintained but the label encapsulates the idea of stepping into the wild, and the journey of the forager, by using natural stock, hand illustrated and hand written detailing with a single-minded and simple use of colour representing the natural and seasonal ingredient.”

Zoe Traynor, Jameson International Marketing Manager Innovation, says, “The design and expression for Jameson Bitters is beautifully simple and soulful, taking people right to the heart of the Jameson environment and drinking experience. This is the start of an exciting new journey for Jameson as we leverage the brand to become one of the most respected and sought after Bitters by today’s influential bartenders.”