Jack Daniel's Tennessee Whiskey

Jack Daniel's Tennessee Whiskey packaging has been redesigned- "While its values remain unchanged, like any great brand, it at times needs to evolve its expression to reinforce its role and meaning in a changing world."

"The new package features changes to both the vessel and label. The famous label retains its signature qualities and is edited to create a more balanced and crafted feel. The new bottle introduces more chiseled shoulders to enhance the confident, masculine silhouette."

 

 

Designed by Cue

Update on Tuesday, October 18, 2011 by Gina Angie

Comments

[shredz]

Excellent update, in my opinion...

[URK]

I think the bottle redesign is horrible. The bottle used to have a classic, old school vibe.. now it looks like syrup bottle.

[Yael Miller]

This is an extremely thoughtful and well-executed update that respects and elevates the heritage and strong bones of the Jack Daniel's brand. I'm especially liking the hard shoulders - a subtle, but very effective improvement. Here's a before view to compare to: http://do512blog.wordpress.com/2011/09/14/jack-daniels-tennessee-whiskey/

Other notable comparisons:
Dropped 'Old Time' from the front label
'Brand' is reduced in size (in Old No. 7 lockup)
'Quality' removed from above 'Tennessee'
Neck capsule - 'logo, Old No. 7, Tennessee Whiskey' was reduced simply to 'Old No. 7 Brand'
All the text at the bottom was reduced from 6 lines to 4 lines.

I'm sure there are plenty of others... but it's interesting how subtle changes class up the brand without shaking things up in a way you can really tell at a quick glance. It still feels exactly like Jack Daniel's.

[Leigh]

Ideally Jack Daniels would like the bottle with sharp shoulders like this but manufacturing capabilities do not allow for this. Glass can not have corners this sharp. Handsome design though.

[The Authority]

This is a produced product, on the shelves, sharp shoulders and all.

[supervoss]

I think it's a nice update. It looks more sophisticated.

[Jonathan H]

Leigh, it's already in the shops.

[Amanda]

Agree with the guys that the subtle change really upped the classiness for JD here. Very sexy.

[KFischer]

All the the subtle changes just clean up the packaging and make it a bit classier, streamlined and easier to understand. It looks like a brand that has considered the whole label in the design as well rather than just the bits and pieces at the front. I think it's a good example of maintaining a brand without going too far from what the Customer would expect (unlike what Tropicana did a few years ago).