Jack Daniel’s Brand Books

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Jack Daniel’s is one of the most recognized brands in the world, both in its category and within pop culture. As part of our ongoing work on the brand, we’ve helped to refine its expression to remain relevant to a contemporary, global audience.


One of the ways that our exploration has come to life is a series of Guiding Principles books designed to help internal groups and agency partners understand the essence and values that continue to make Jack Daniel’s an enduring iconic brand.


In addition to the Guiding Principles books, Cue designed a special brand book that focuses on independence, the essence of the Jack Daniel’s brand. The book features a black foil embossed wooden cover and is filled with inspiration for moving the brand forward, while honoring its authenticity and heritage.