Jack Daniel’s 150th Anniversary

  • Brand Identity
  • Packaging

2016 marked 150 years of the Jack Daniel Distillery, the Oldest Registered Distillery in the United States. To help The Distillery mark the anniversary, we created an identity to commemorate it. An extended system incorporates familiar iconic elements, refined to apply to special packaging, events, advertising and more.

A crafted box houses a special, super premium expression of Jack Daniel’s Tennessee Whiskey. It tells the story of The Distillery and the special liquid inside, 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.