Jack Daniel’s 150th Anniversary
- Brand Identity
- Iconography
- Packaging
Celebrating an icon’s 150th birthday
2016 marked 150 years of the Jack Daniel Distillery, the Oldest Registered Distillery in the United States. To mark the occasion, we created an identity and system incorporating familiar iconic elements, applied to special packaging, events, advertising and more.
Two special whiskeys also commemorate the historic milestone. A crafted box packages a special, super premium expression of Jack Daniel’s Tennessee Whiskey. It tells the story of The Distillery, and the liquid matured in some of the most special barrel houses on Coy Hill.
A second expression is a special 86 proof, Old No. 7 Tennessee Whiskey. It, too, is a tribute to 150 years of Jack Daniel’s whiskey craftsmanship. Both are invitations to celebrate the legacy of a famous American classic.
