Gentleman Jack special edition pack 2023

Background

Gentleman Jack is Jack Daniel’s special double-mellowed whisky. A premium drink, it is meant to be more special than Old No. 7 and is aimed at mature drinkers. Jack Daniel’s, like most alco-bev brands releases festive packs during Diwali-New Year festive season.

The brand team at Jack Daniel’s collaborated with ICD, for the second year in a row, to design the 2023 edition of the Gentleman Jack festive pack.

Strategy

The Gentleman Jack drink is smooth, refined, double-mellowed and therefore special.

Meant for a mature customer, it deserved a slightly understated, clean-cut approach on the special pack.

If the pack could convey the feeling of festivity and joy without ostentation, it would stand away from the general milieu of Indian motifs that saturate liquor store shelves around the festive season.

A special gift, whether to others or oneself should spark a feeling of quiet, genuine appreciation, for the giver and the gift. The design attempts to express this on the pack.

Design

The Gentleman Jack silhouette, outlined in smooth, full lines, stands against a dark canvas with the iconic label at its heart.

The persona is not loud, but it is substantial. Hard to miss, just like a gentleman’s presence in any setting.

A shower or shimmer of blinking lights wrap the silhouette. The shower illuminates the silhouette further. It is not decoration, but a device to underscore the special nature of the pack.

Inside the flap is a message, from Jack Daniel’s has a message—to appreciate the ones who matter.

The pack, just like the spirit it carries, is meant to be appreciated by mature, keen consumers.

Impact

The pack was released around the festive season and saw sold-out runs in stores.