Jack Daniel’s are proud to expand upon their core portfolio with the launch of Jack Daniel’s Tennessee Cider. The product label and packaging were designed by branding agency Midday, who were tasked with creating a look that reflects the boldness of Jack Daniel’s whilst communicating the ease and refreshment of a premium cider.
Taking inspiration from apple tree branches, Midday took the iconic Jack Daniel’s filigree and blended the two together to shape an authentic and bold border for the design.
Honouring the legacy of Mr Jack’s original brand, the famous woodcut Jack Daniel’s barrel sits proudly at the centre of the label, bringing a familiar face to the design. This combination of filigree and barrel represents the refreshing blend of crisp apple cider and Jack Daniel’s Tennessee Whiskey which can be found in every bottle.
As the newest member of the Jack Daniel’s family, Midday has used the classic colour palette inherent to Jack Daniel’s Tennessee Whiskey, to ensure that Jack Daniel’s Tennessee Cider is easily recognisable to existing fans and stands out on shelf to grab the attention of consumers in stores.
Charlotte Ashburner, Head of Marketing at Jack Daniel’s said: “We’re excited to launch Jack Daniel’s Tennessee Cider here in the UK. We wanted to ensure the design captured the boldness of Jack Daniel’s whilst demonstrating the ease and refreshment of a premium cider to engage with new and current fans alike. Midday has perfectly captured this through an instantly recognisable design, which gives a unique expression of the Jack Daniel’s Tennessee Whiskey, helping to successfully transport it into the cider world.”
Claudio Vecchio, Creative Partner at Midday said: “We are delighted to be a part of Jack Daniel’s latest launch, Jack Daniel’s Tennessee Cider. Our brief was to take the boldness that Jack Daniel’s brings to the whiskey market and translate this into the cider category to create a new brand world. To do so we retained the brand colour palette for impact, and added cider cues with the quality embossing and foil printing, elevating the feel of the label and adding a layer of tactility. By blending its famous brand history with apple tree filigree, the bottle sits perfectly in the cider world, whilst staying true to Jack Daniel’s authentic design.”
Jack Daniel’s Tennessee Cider (5.5%) is best enjoyed chilled, straight from the bottle. It is available to buy in 330ml glass bottles from Londis now and will be available in Morrisons and Asda from May, with a recommended retail price of £2.29 per bottle. It will also be stocked at select bars and restaurants.
Source: Brown-Forman
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