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Innovation Brown-forman Jack Daniels

Jack Daniels revamps ready to drink packaging to achieve standout in crowded Australian marketplace


By Gillian West, Social media manager

July 15, 2014 | 2 min read

Brown-Forman has been working with JDO Brand Design & Innovation to redesign its ready to drink (RTD) Jack Daniel’s secondary packaging for Australia.

Appointed to the account following a three-way pitch, JDO was tasked with enhancing the premium cues of Jack Daniels RTD whilst also disrupting the category and increasing refreshment cues. The new look challenges the tradition of Jack Daniel’s with a large brand logo and angled crops along with disruptive ‘rip’ design devices revealing the product below.

Matt Harada, group marketing manager at Brown-Forman, said JDO understood “the Jack Daniels brand and the advanced state of the Australian market in terms of RTD, compared to the US and the UK”. He added: “The team ‘got’ the brief straightaway and as a result we have now started working with JDO on several of our other major brands.”

JDO creative director, Ray Smith, commented: “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 standalone 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.”

Currently Australia is the world leader in alcoholic RTD sales, representing 60 per cent of the global market. Jack Daniels pre-mixed can and bottle portfolio includes three different flavour variants – cola, ginger and lemonade.

Innovation Brown-forman Jack Daniels

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JDO Brand Design & Innovation

Brand & Packaging Design Agency | Specialising in Packaging Design, Innovation, 3D & Product Design, Brand & Corporate Identity.

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