When you have a brand as valued and iconic as Jack Daniel’s, how do you create an authentic, differentiated identity for a premixed can – whilst being faithful to the principles of the core brand?
Jack Daniel’s Premix targets a more youthful consumer in different usage occasions and with greater refreshment needs.
So, whilst Jack Daniel’s core brand activity centres around its frontier provenance, it makes sense for Premix to build on the brand’s cache within popular culture.
The result is a pop art look with premium lo-fi cues. Executed in a classic screen print style on metal, it retains the ‘authentic hand-crafted’ feel of the core brand, giving it iconic stature and a premium value perception on a par with the bottle.
JACK DANIEL'S PREMIX
A POP CULTURE ICON
• Global Identity • Illustration