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Sleek and Sophisticated Packaging for America’s Oldest Whiskey

by Theresa Christine Johnson on 01/17/2017 | 2 Minute Read

You can’t talk about whiskey without talking about Jack Daniel’s—after all, it’s the oldest registered distillery in the United States. To mark their 150th Anniversary, Cue developed some special edition packaging to celebrate. The sleek, sophisticated design looks incredibly refined and it shows off the gorgeous hue of the whiskey, instantly tempting you to pour another glass.

“The year 2016 marked 150 years of the Jack Daniel Distillery, the oldest registered distillery in the United States. To help the distillery mark this milestone, we created an identity used to host this special event and celebrate it on two special editions of Jack Daniel’s Tennessee Whiskey. The identity incorporated familiar looking elements, refined to celebrate an historic milestone. The identity was designed as a system to work in configurations appropriate for events, advertising, products and more.”

“As part of the celebration, we designed a bottle for a super premium Tennessee Whiskey matured in some of the most special barrel houses at The Distillery. The box cradling the bottle commemorates the history of The Distillery, and tells the story of the whiskey matured in barrel houses on Coy Hill.”


Designed by: Cue

Client: Brown Forman / Jack Daniels

Creative Director: Alan Colvin

Designers: Nick Brue & Matt Erickson

Country: United States

City: Minneapolis, MN

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