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Jim Beam

Jim Beam unifies brand strategy and packaging globally


By Natalie Mortimer, N/A

April 13, 2016 | 3 min read

Jim Beam has introduced a new packaging design and brand strategy across its entire product range as it looks to unify the bourbon brand globally and stay ahead in an increasingly competitive sector.

The two-year long project led by Pearlfisher London saw the agency tasked with injecting the Jim Beam provenance into each product in the portfolio to further establish the brand’s status across the globe.

As a result the agency created a revised brand strategy, brand architecture and upgraded packaging that is based on the design philosophy of 'Living Legacy', an idea masterminded by Pearlfisher to connect the brand's history to its future, which Pearlfisher managing director, Darren Foley, explained.

“The key to our iconic vision was the big idea of family - encapsulating the unique heritage of the Beam family, who are respectfully referred to by many as the first family of bourbon and are thus inextricably linked to the history of bourbon and ‘America’s Native Spirit.’ To promote and celebrate this special spirit, we created a design philosophy called ‘Living Legacy’, connecting the brand's past to its future and presenting a united family of products that individually and collectively tell a uniquely American story.”

The new look is based around the Jim Beam logo (the 'swing'), the rosette, the bottle profile and a new die-cut label, which can be adapted to scale the premiumisation of each product as necessary.

New fluting detail has been added to the bottles which range from simple to abstract depending on the Jim Beam range.

Megan Frank , vice-president , global marketing for Jim Beam, commented: “Pearlfisher has successfully realised our vision for our flagship brand, giving us a brand architecture and design that effectively communicates and elevates every aspect of Jim Beam’s unique heritage and premium status. We are excited to release this upgraded packaging and to help foster the brand’s incredible momentum for decades to come.”

The upgraded Jim Beam packaging is launching globally – in more than 100 markets – in the UK and Germany in April 2016, and in all other markets, including the United States, Australia and Japan, later this summer.

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