The Drum Awards Festival - Official Deadline

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Client: Jim Beam
Date: Apr 2016
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Bringing together its Futures, Strategy and Design Studios, Pearlfisher London has completed a two-year long project, encompassing the entire Jim Beam Bourbon portfolio, creating a new brand architecture and design for the world’s leading, iconic bourbon brand.

Produced in Clermont, Kentucky, where the Beam family first started production in 1795, Jim Beam has seen dramatic growth in recent years across its largest worldwide markets as well as in emerging bourbon markets. Despite this ongoing positive momentum, the time felt right to update the brand’s packaging to better represent the premium bourbon inside, which is not changing and still follows the same Jim Beam family recipe used during the past two centuries.

With this revised brand strategy, brand architecture and upgraded packaging design, Jim Beam’s entire portfolio is now unified globally. When awarded this project, Pearlfisher’s challenge was to inject the Jim Beam DNA into every product in the portfolio to further establish the brand’s iconic stature across the globe.


Founder and Chief Creative Officer: Jonathan Ford

Creative Director: Natalie Chung

3D Design Director: Mike Beauchamp

Senior Designer: Tom Meazey

Additional Credits: Strategy Director: Yael Alaton

Senior Technical Project Manager: Jenny Cairns

Account Director: Jo Chekroun

Account Manager: Lucy Moss