Jack Daniel’s Old No. & Festive Packaging

Making light of Jack Daniel’s

ICD collaborated with Brown Forman India for the 3rd consecutive year to conceptualise and design the festive pack for their iconic Jack Daniel’s Old No. 7 Tennessee Whiskey.

The design bottles the light and cheer of the season. The iconic Old No. 7 silhouette is monumental yet disarming. The molecules of light vary in colour giving the silhouette a fluid character. It is a dramatised prelude to what’s inside the pack.

An acknowledgement, a slight cue to spread the cheer is what the design can and tries to do, on the shelf, in the cabinet and on the tables of people celebrating the time of the year.

Partner in charge: Itu Chaudhuri
Creative director: Itu Chaudhuri
Design concept: Sidhant Singh Rajput, Itu Chaudhuri
Design development: Ashok Dey, Sidhant Singh Rajput
Production supervision: Ashok Dey, Pradyut Nath
Alternative Concept: Saumya Dalal, Pradyut Nath, Shreya Duggal, Nimisha Singhal
Photography: Vivekanandan, Nimisha Singhal
Video Courtesy: Brown Forman
Project Duration: 3 months