Jack Daniel’s label update – part two

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

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:

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

Elements of the updated identity system:

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

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

Found via Allan Peters.