Jack Daniel’s, the legendary American whiskey brand, launches a festive pack in India every year around Diwali. Festive packs are an AlcoBev fixture, appealing to consumers at a time when discretionary spending increases.
ICD collaborated with Jack Daniel’s brand team, to design the festive pack of the original Old No. 7 whiskey for the 2023 festive season.
Special packs are a f&b fixture, brought out during festivals. In India, especially around Diwali, we see festive packs by most f&b brands—local and global.
Over the years, the packs we see seem to have a certain similarity—ornate, heavy on gold and loud Indian motifs. The festive pack has become a category on its own.
Brands, in their eagerness to own the Indian and Diwali-ness end up using the same design tropes and characters year after year. An over-reliance on Indian references in the design clouds the brand’s own character on the pack, drowning themselves out in the noise.
If the design for Old No. 7 festive pack—our second in a row—retains and uses the brand’s signature elements in a Diwali-like, Indian way, it would have an extra layer of appeal and recognisability on the shelf.
Jack Daniel’s can participate in the festivities without losing its individuality in the proverbial melting pot that is India.
We placed a silhouette of the legendary Jack Daniel’s bottle at the centre of the pack, enveloped by another brand icon the Old No. 7, larger than large.
The special pack has all the classic Diwali elements—rockets, crackers, gold, cards—all zipping through the grand and glittering 7.
The 7 curves and swerves across the bottle, wrapping it in a bright golden light.
Inside the flap is a message from the brand, celebrating the individuality of the founder-distiller, the man Jack Daniel’s.
The design manages to stay true to the character and individuality of the brand and manages to couple it with an appealing Indian festive mood.
Diwali’s on Jack
Jack Daniel’s, the legendary American whiskey brand, launches a festive pack in India every year around Diwali. After collaborating with ICD for the 2022 edition, the Jack Daniel’s brand team approached us to design the pack for 2023 edition as well.
The iconic Old No. 7, larger than large
The legendary Jack Daniel’s bottle is at the centre of the pack, enveloped by the equally iconic Old No. 7—glittering and grand—against a pitch black canvas.
A message from the brand, celebrating the individuality of the founder-distiller, the man Jack Daniel’s. The design stands out, by staying comfortably in its own skin and not getting carried away.
partner-in-charge & creative director itu chaudhuri | design concept ashok dey | design development ashok dey, pradyut nath | alternate design concept ashok dey, pradyut nath | writer akhoury abhishek, ayushmaan agarwalla | project page photography swaranjali wadhawan, shreya duggal | project management ashok dey, abhishek akhoury | project duration 3 months | video courtesy sushi studio