Jack Daniel’s Tennessee Honey
- Brand Identity
Jack Daniel’s Tennessee Honey is a whiskey and honey liqueur that’s authentically Jack Daniel’s. Created to invite new consumers into the brand, it delivers naturally sweet notes for a taste that’s easy to drink. Tennessee Honey is Jack Daniel’s first flavored whiskey, crafted from a blend of Jack Daniel’s Tennessee Whiskey and honey liqueur. Drafting off of the core Jack Daniel’s brand, the label is built around familiar brand elements to communicate product authenticity. New elements connect the brand story to the Tennessee Honey proposition and cue flavor.
The identity system for Tennessee Honey references the core brand expression, but adds iconography and messaging to create a proprietary brand language. The primary logo and extended palette balances Tennessee Honey’s energy, natural ingredients and smooth taste. Brand language extended to applications used to launch the product. Activation examples demonstrated how the brand could come to life on premise and in retail environments.