Jack Daniel’s Single Barrel Identity + Packaging Update

Concept development, graphic design, copywriting

Jack Daniel’s had been selling a premium, single barrel version of their Tennessee whiskey for years, but the product had never really taken off the way they had hoped. Looking to increase sales without appreciably increasing marketing dollars, they asked us to explore new bottle design concepts that, due to budgetary, logistical and other constraints, needed to utilize existing form factors.

Our favorite idea—a limited-edition reimagining of the iconic Jack bottle in black smoked crystal, with a knurled steel stopper—was spectacularly well received…and just as quickly shelved for fear that it was “too powerful for right now.”

That’s a real quote, folks.

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