Introducing a new product into a classic brand

Jack Daniel’s has set the standard for alcohol brands since 1866. They’re bringing the brand into a new age, leveraging their 150-year legacy for product lines that serve a new generation.

We were tasked to guide their team in the creation of their newest line – Jack Daniels Hard Tea. Using the parent brand as our guide, we built a system that communicates Southern, sugary sweetness with an alcoholic zing.