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Jack Daniel's

RTD packs that stand out from the crowd

Tearing up the rule book

JDO & Brown-Forman team up for Jack Daniel’s RTD packs.

Superbrand Jack Daniel’s had been market leader in the ready to drink (RTD) sector in Australia. But with a host of copycats in the category, and packs that hadn’t been redesigned in fourteen years, there was an urgent need for a design rethink.

Australia is the world leader in alcoholic RTD, representing 60% of the global market; Jack Daniel’s is the definitive premium dark spirit, with its premixed can and bottle options offering an entry level into the legendary brand.

  • Client: Brown Forman
  • Year: 2014
  • Location: Australia
  • Categories: 2D, 3D, Brand Identity, POS, Innovation, Animation, Production, Design for Manufacture

Having won the work as a result of a three-way pitch, we were tasked with enhancing the premium cues of Jack Daniel’s RTD, while disrupting the category, and increasing refreshment cues too, as RTDs typically steal share from beer drinkers where refreshment is a key driver.

Traditionally, packaging in this sector uses dark palettes and lots of black. But with the recent launch of loud colourful packs from other brands, it meant Jack Daniel’s needed to work harder to stand out in a ‘sea of noise’ on shelf. So our designs challenge the tradition of Jack Daniel’s with an iconoclastic representation of the brand including angled brand crops and disruptive ‘rip’ design devices revealing the cola, ginger or lemonade variant below.

“The challenge was to add new characteristics to what is one of the biggest brands in the world, a brand that is synonymous with effortless cool and quality crafting. Our aim was to establish a stand alone characterful brand extension that reflected ‘The perfect mix’ in a bold, confident and modern way. We needed to strike a balance between disrupting the market and retaining the tradition, provenance and heritage of the Jack Daniel’s brand.” Ray Smith, Creative Director, JDO.

JDO understands the Jack Daniel's brand and the advanced state of the Australian market in terms of RTD, compared to the US and the UK. The team ‘got’ the brief straight away and as a result we have now started working with JDO on several of our other major brands.
Matt Harada, Group Marketing Manager, Brown Forman

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