A suit fit for a gentleman
projectGentleman Jack Special Edition Pack
clientBrown Forman


Gentleman Jack is a premium whiskey from Jack Daniel’s known for its smooth character from double mellowed charcoal filtration. Jack Daniel’s wanted to introduce a special gift pack edition for the IMEA (India, Middle East and Africa) markets.

We were approached to design this pack.


We learnt that Gentleman Jack is not an everyday drink. It is intended to be a bit more special than that.

It’s meant for life’s milestones, both big and small. And the many small, intimate but significant moments we experience along the way.

The design had to embody this perspective on life. One where it’s not just the big occasions that beget celebration but also the little wins deserve a nod of acknowledgement.

Additionally, the pack had to convey the personality of Gentleman Jack, he is substantial but not loud. He is generous (the special pack has 2 rocks glasses as a gift). He is also smooth and suave.

We felt that along with conveying the experiences, if the design could also show the man’s character it would make the pack more relatable to the audience.


Set in a black background, like all signature Jack Daniel’s packs. The silhouette of the Gentleman Jack bottle is marked out with smooth, white lines, with the label at the center.

The bottle has an understated monumentality to it.

The darkness tries enveloping it but it shines through, much like a true gentleman. The bottle is immediately recognisable to connoisseurs and loyalists alike.

The Jack Daniel signature runs through the length of the pack, using black on black spot uv—in an elegant cursive.

On the side panel, the gift rocks glasses are shown in the same visual style as the bottle and their high quality is told through copy.

The pack gives off an almost muted, almost sparse but welcoming feeling. It invites the whiskey drinker to celebrate and mark their moments with Gentleman Jack.

A suit fit for a gentleman

projectGentleman Jack Special Edition Pack
clientBrown Forman

Gentleman Jack, the aged, refined whiskey from the house of Jack Daniel’s introduced a special edition gift pack for the IMEA (India, Middle East and Africa) market. ICD was approached to design a pack for this limited edition release.

Less is more

Much like the gentleman drinker of the whiskey, the pack has an understated charm to it. As in bespoke tailoring, here as well, less is more. The bottle is outlined using rich smooth lines. The bottle has a subtle monumentality to it. The dark, sparse setting doesn’t envelope the bottle, but it accentuates the smooth silhouette, making for a powerful presence. 

In good spirits: meant for sharing

A gentleman is generous. He believes that it is by sharing our celebrations and moments with others that we make them special. The 2 gift rocks glasses are shown using the same style as the bottle and their high quality is told through copy.


Partner-in-charge & Creative Director Itu Chaudhuri | Project Management Ashok Dey, Akhoury Abhishek | Design Concept Ashok Dey | Design Development Ashok Dey | Alternate Design Concept Sneha Mahajan | Writer Akhoury Abhishek, Itu Chaudhuri, Ayushmaan Agarwalla | Project Page Video Abhishek Ghosh | Project Duration 4 months

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