Jack Daniel’s label update – part two

About four months ago I mentioned that the Jack Daniel’s label design was being updated. Well, here’s the latest on the subject…

Remember about four months ago I mentioned that the iconic Jack Daniel’s label design was being updated?

Jack Daniel's label redesign by Cue

Well, Cue, the agency responsible for this daunting task, updated their website earlier this week with a case study and details of Jack’s new look. Here are a couple of their thoughts on the redesign:

The brand’s values are timeless, but like every great brand, it needed to evolve to maintain its strength and affirm its authenticity. We evaluated the equity of the brand elements, then edited carefully to clarify their meaning. The new label maintains a balance of filigree, iconography, and special typographic elements, in black and white with a touch of silver.

New Jack Daniel’s label:

Jack Daniel's label redesign by Cue

A closer look at details of the packaging applied to the new chiseled bottle shape :

Jack Daniel's label redesign by Cue

Jack Daniel's label redesign by Cue

Jack Daniel's label redesign by Cue

Jack Daniel's label redesign by Cue

Elements of the updated identity system:

Jack Daniel's label redesign by Cue

Jack Daniel's label redesign by Cue

An important accompaniment to the new design – The Jack Daniel’s brand guide:

Jack Daniel's booklet by Cue

New Jack Daniel’s is also introducing a new product, Tennessee Honey, which features a unique design incorporating the traditional brand elements :

Jack Daniel's Honey label design by Cue

Jack Daniel's Honey label design by Cue

Found via Allan Peters.

Author: Imar

Imar Krige is a professional graphic designer and typography enthusiast from Cape Town, South Africa.

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