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ICD has collaborated with Brown Forman India for the last two years on their festive packs for Old No. 7, Gentleman Jack and other whiskies. We joined hands for the third straight year.
Objective
Diwali is celebrated inside homes. ‘House parties’ are a fixture at this time of the year. Homely settings with close friends and family is the way most people celebrate the season.
The team at Brown Forman India wanted to make Old No. 7 a part of this culture, with a festive pack that could, so to speak, act as a ‘party starter’.
Design
The JD silhouette is the most iconic brand asset that Old No. 7 possesses. The festive pack design builds on or into it.
The design ‘bottles’ the light and cheer of the season. The iconic Old No. 7 silhouette is monumental yet disarming. The ‘molecules’ of light vary in colour giving the silhouette a fluid character.
Serves as a dramatised prelude to what’s inside the pack.
Impact
The pack gave Jack Daniel’s the opportunity to participate in the conversation around festivals and celebration. It also saw sold-out runs inside showrooms.
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making light of Jack Daniel’s
ICD collaborated with Brown Forman India for the 3rd consecutive year to conceptualise and design the festive pack for their iconic Jack Daniel’s Old No. 7 Tennessee Whiskey.
The iconic shape of festivities
The design bottles the light and cheer of the season. The iconic Old No. 7 silhouette is monumental yet disarming. The molecules of light vary in colour giving the silhouette a fluid character. It is a dramatised prelude to what’s inside the pack.
Serve some light
An acknowledgement, a slight cue to spread the cheer is what the design can and tries to do, on the shelf, in the cabinet and on the tables of people celebrating the time of the year.
sharepartner in charge Itu chaudhuri | design concept sidhant singh rajput, Itu chaudhuri | design development ashok dey, sidhant singh rajput | production supervision ashok dey, pradyut nath | alternative concept saumya dalal, pradyut nath, shreya duggal, nimisha singhal | photography vivekanandan, nimisha singhal | video courtesy brown forman | project duration 3months
