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Gentleman Jack

Premiumising Jack Daniel's RTD.

The Perfect Gentleman

Always impeccably turned out

It's always great to work with a classic brand with real heritage, so we were delighted to be briefed to bring Gentleman Jack into the RTD sector, with a new product balancing its smooth charcoal-mellowed flavour with sparkling, refreshing cola.

From the start, it was important to capture the superior quality perception and strong identity that the Gentleman Jack range has to offer, whilst bringing to life the character of the less formal RTD can in a premium way.


  • Client: Brown Forman
  • Year: 2016
  • Location: Australia
  • Categories: 2D, Brand Identity, Innovation, Production, Design for Manufacture

We started with metallic silver and matt black substrates to add quality to the experience, and the silver dual label effect helped reinforce the Gentleman Jack identity along with subtle signature details and embossing on the main label.

Red details were added to reflect the Cola in the mix, bringing freshness without devaluing the quality of the Gentleman Jack experience. Overall the new design reflects the qualities of this double-mellowed Tennessee whisky in a contemporary matt black RTD design.


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