Jack Daniel’s flavours holi pack

Itu Chaudhuri Design

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


Jack Daniel’s wanted to introduce special edition packs for their three flavoured whiskies—Apple, Honey and Fire for the Indian festival of colours, Holi.

Jack Daniel’s is an international brand with universal recognition and recall. Its classic variants are iconic and much loved worldwide. However, the flavoured variants are not as well known.

This presented an opportunity and a challenge—there was room to deviate from the signature Jack Daniel character but not too far, or we could risk losing the leverage the Jack Daniel’s brand has in the consumer’s mind.


Jack Daniel’s flavours are meant to be introductions to the world of whiskey drinking, meant for an easy sipping experience.

According to the brand, Apple, Honey and Fire can also be had a little earlier in the day than other traditional Jack Whiskies, say an Old No. 7 or a Gentleman Jack.

This character of flavoured whiskies works well in the context of Holi celebrations—a daytime festival—where people play with colours and get together to dance, drink and eat.

On Holi, inhibitions are lowered and the festivities begin earlier in the day.

The most powerful Holi connection to the flavours we saw were the colours. Inherently colourful, the flavours presented a clear opportunity for building a strong association, without diluting the core essence—the flavours themselves.


The Jack Daniel’s bottle is at the centre. And it is bursting—with flavour and with colour.

Each flavour is set in a sea of its signature colour. This amplifies the flavours and stands in contrast to the splash of gulaal on the silhouette.

Since these flavours are meant to introduce Jack Daniel’s flavours for casual drinking, we carried signature drinking and serving recommendations on the pack.

The recommendations came from the makers, and would help drinkers have an easy and enjoyable first experience with the flavours.

The splash of colours, as if thrown from a fistful while playing Holi, also add life to the setting. A synesthetic transfer effect is at play on the pack, the looker gets a taste of what’s inside the pack.

Jack’s colourful cousins come into their own in this colourful world. The bottles seem to be disintegrating—losing themselves in colours, just what Holi is all about.


Itu Chaudhuri Design

F301, Second Floor Chaudhury Prem Singh House, Lado Sarai, New Delhi, Delhi 110030
Creative Director: Itu Chaudhuri
Project Lead: Ashok Dey
Design Concept and Development: Saumya Dalal
Alternate Design Concept: Ashok Dey, Abhishek Ghosh, Anshika Sharma, Sneha Mahajan, Pradyut Nath
Project Management: Abhishek Akhoury
Brown Forman