Diwali. By Jack Daniel’s.

Posted on

Derrick Lin


Agency: Open Strategy & Design
Design Head: Ashutosh Karkhanis
Creative Director: Radhika Dhuru
Illustrator: Locopopo
Location: India
Project Type: Produced
Client: Jack Daniel’s India
Product Launch Location: India
Packaging Contents: Alcohol
Packaging Substrate / Materials: Paperboard
Printing Process: Offset printing, Foil stamping and embossing

Jack Daniel’s is an icon that needs no introduction.

To strengthen its connection with India, it wanted to create a special celebratory pack for Diwali. As a brand with a very strong and unique language, this posed an interesting question – what does Diwali look like in the world of Jack Daniel’s?

Diwali is often characterized by familial celebrations, rituals, and rangoli. But there is another side to it, one of good fortune and prosperity. This was a more natural context for a whiskey brand built on codes of Americana.

Staying true to the distinct visual language of the brand, we imagined the pack as a grand Diwali party, with Jack as the host. The message of revelry and good luck helped amplify the No. 7 identity. We also designed a deck of cards to go with the pack, just to get the party started.