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Gentleman Jack is Jack Daniel’s special double-mellowed whisky. A premium drink, it is meant to be more special than Old No. 7 and is aimed at mature drinkers. Jack Daniel’s, like most alco-bev brands releases festive packs during Diwali-New Year festive season.
The brand team at Jack Daniel’s collaborated with ICD, for the second year in a row, to design the 2023 edition of the Gentleman Jack festive pack.
Strategy
The Gentleman Jack drink is smooth, refined, double-mellowed and therefore special.
Meant for a mature customer, it deserved a slightly understated, clean-cut approach on the special pack.
If the pack could convey the feeling of festivity and joy without ostentation, it would stand away from the general milieu of Indian motifs that saturate liquor store shelves around the festive season.
A special gift, whether to others or oneself should spark a feeling of quiet, genuine appreciation, for the giver and the gift. The design attempts to express this on the pack.
Design
The Gentleman Jack silhouette, outlined in smooth, full lines, stands against a dark canvas with the iconic label at its heart.
The persona is not loud, but it is substantial. Hard to miss, just like a gentleman’s presence in any setting.
A shower or shimmer of blinking lights wrap the silhouette. The shower illuminates the silhouette further. It is not decoration, but a device to underscore the special nature of the pack.
Inside the flap is a message, from Jack Daniel’s has a message—to appreciate the ones who matter.
The pack, just like the spirit it carries, is meant to be appreciated by mature, keen consumers.
Impact
The pack was released around the festive season and saw sold-out runs in stores.
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a gift of appreciation
Gentleman Jack, the aged, refined whiskey from the house of Jack Daniel’s introduced a special edition gift pack. ICD collaborated with the brand team at Brown-Forman to design this limited edition release
Smooth yet substantial, just like a gentleman
The Gentleman Jack silhouette, outlined in smooth, full lines, stands against a dark canvas with the iconic label at its heart. The persona is not loud, but it is substantial. Hard to miss, just like a gentleman’s presence in any setting.
A shower of light under a night sky
A shower or shimmer of blinking lights wrap the silhouette, illuminating it. It’s not decoration, but a device to underscore the special nature of the pack.
For the special ones and the special times
Jack Daniel’s has a message for the special times—to appreciate the ones who matter.
sharepartner-in-charge & creative director itu chaudhuri | project management ashok dey, akhoury abhishek | design concept ashok dey, pradyut nath | design development ashok dey, pradyut nath | alternate design concept pradyut nath, shreya duggal | writer ayushmaan agarwalla, akhoury abhishek | project page shoot swaranjali wadhawan, shreya duggal, saumya dalal | project page visuals swaranjali wadhawan | project duration 2 months
