We were commissioned by Jack Daniel’s to strategically redesign their premium “Single Barrel” product line. The goal of the assignment was to more effectively communicate the handcrafted, meticulous process behind their Single Barrel whiskies through primary and secondary packaging, and to create a design system that anticipates and allows for future product innovations from America's oldest registered distillery.
Jack Daniel’s reserves only 1 in every 100 barrels of whiskey to become Jack Daniel’s Single Barrel, providing a unique taste profile and a one-of-a-kind experience from every barrel. However, the existing packaging design wasn’t aging nearly as gracefully as the product, resulting in poor shelf performance and lagging consumer growth. We modernized and extended Single Barrel’s entire packaging experience across four product line varieties through thoughtful typography and iconography, innovative materiality and production techniques, and a strategic reintroduction of historical design elements.