Jack Daniel’s Old No. 7

  • Brand Identity
  • Packaging

Jack Daniel’s is an iconic global brand — the best selling whiskey in the world. The brand’s values are timeless, but like every great brand, it needed to evolve to maintain its strength and affirm its authenticity in a changing world.

To be responsible to the brand, we needed to approach the redesign with an eye toward the future, while carefully considering 140 years of equity and history.

Jack believed that a unique product deserved unique presentation, so he chose to sell his whiskey in a square bottle with a fluted neck. True to the original, the new bottle is distinctly chiseled with masculine features−a square footprint, square shoulders and beveled corners.

The iconic Jack Daniel’s label stands for uncompromising quality and craftsmanship. The new label maintains a balance of filigree, iconography and special typographic elements, in black and white with a touch of silver.