Jack Daniel’s Old No. 7

Jack Daniel’s is an iconic global brand, the best-selling whiskey in the world. The brand’s values were timeless, but like every great brand, it needed to evolve to maintain its strength and affirm its authenticity in a changing world. We approached the redesign responsibly, with an eye toward the future and carefully considering its long history and deep equity.

Jack believed that a unique product deserved a unique presentation, so he chose to sell his whiskey in a square bottle with a fluted neck. True to the original, the redesigned bottle is square, but with sharper shoulders and a distinctive silhouette. The label uses a refined filigree and typography, with meaningful iconography to better tell the brand’s story. Both bottle and label codify a vocabulary of elements, thoughtfully conceived and made available to create other brand extensions.