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. To increase sales without appreciably increasing marketing dollars, they asked us to explore new packaging concepts utilizing existing bottle forms.
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.
