Jack Daniel's Single Barrel Whiskey Redesign

Reinventing an icon was the daunting brief MPLS received by Jack Daniels’. The studio was commissioned to strategically redesign their premium "Single Barrel" product line. “The goal of the assignment was to more effectively communicate the handcrafted, meticulous process behind their Single Barrel whiskies and to create a design system that anticipates and allows for future product innovations from America's oldest registered distillery.

"Jack Daniel’s reserves only 1 in every 100 barrels of whiskey to become Jack Daniel’s Single Barrel Select, providing a unique taste profile and a one-of-a-kind experience from every barrel. However, the existing packaging design wasn’t aging nearly as gracefully as the product, resulting in poor shelf performance and lagging consumer growth. Commenting on their process, MPLS says: “We modernized Single Barrel's entire packaging experience through thoughtful typography and iconography, innovative materiality and production techniques, and a balanced reintroduction of historical design elements.”

Once the final brand and packaging elements were completed, the new design system was implemented to a variety of Single Barrel product extensions including gift and shipper boxes, limited-edition and seasonal varieties, on-site distillery merchandise, and more.

Chris Hungerford, director of global design at Jack Daniel’s says: “Through their unique design approach MPLS evolved the package to reflect a more premium look-and-feel, elevating every detail—from typography to materiality—in order to reflect the quality and craftsmanship of this important brand."


Creative Director: Dan Olson, Studio MPLS

Designer: Ross Bruggink, Allison Newhouse, Christina Berglund, Studio MPLS

Art Director: Sam Gardner, Brown-Forman

Photography: Brent Schoepf, Studio MPLS; Tom Matre

Designed by Studio MPLS

Client: Brown-Forman

Country: United States