I found this to be an exemplary case study on how to modernize and update a heritage brand without just change for changes sake. The simplification and reorganization of the face panel really incorporates a lot more white space, making it easier for the consumer to read the content. The subtle hints of grey and dimension keep the packaging looking premium without overdoing it. The refresh of the side panels begins to tell a much clearer brand story and reinforces the important heritage items without being cluttered. The icons that were developed look both typical of Jack Daniel’s but refreshing and new, an incredibly hard balance to achieve.

Overall, the new label design really encourages you to read and engage with the brand story after removing all of the less important seals and periphery claims. The design (and brand team) did a magnificent job of editing. While I’m sure the average consumer will not notice much of a change on shelf, I think this is a huge step in the right direction. It’s always a challenge with a brand like this that has as much equity as Jack Daniels to update without over-doing or creating something new that consumers will not connect with.

 The case study is available on Packaging of the World.