Jack Daniel’s proved as soon as once more why it’s offered in over 170 nations all over the world with the discharge of its latest model, Jack Daniel’s Tennessee Hearth — a pink sizzling mix of cinnamon liqueur with the sleek character of Jack Daniel’s Previous No. 7.

For the 2016 vacation season, the design crew at Brown-Forman got down to develop an attention-grabbing vacation present field that will home the premium, flavored whiskey together with two shot glasses, thus selling the model’s drink technique — a calming shot of Jack Hearth. It was necessary to speak by the package deal design that it is a premium high quality, pink sizzling, excessive vitality providing from Jack Daniel’s.

Including Some Warmth to Vacation Reward Bins

Kate Stites, Senior Graphic Designer at Brown-Forman, who led the packaging challenge, stated that as a result of charcoal mellowing is a crucial step in crafting Jack Daniel’s Tennessee Whiskey, she noticed charcoal as not solely a big aspect for the general model, however a key visible aspect for Jack Hearth.

“On the identical time Jack Daniel’s Tennessee Hearth had this superb advert marketing campaign that includes the bottle on a mattress of sizzling coals. So, I wished to discover a distinctive option to not solely symbolize charcoal on this field, I wished the present field itself to seem like it was smoldering charcoal,” stated Stites.

Undecided if her imaginative and prescient was achievable, or the best way to design for it if it was, Stites started by growing the idea and presenting the concept to the Jack Hearth model crew — a crew she gratefully says was keen to take an opportunity on innovation, and supported the design path.

When You’re Scorching You’re Scorching

Stites labored with Chattanooga-based Textile Printing Company (TPC) to develop manufacturing samples. Utilizing the Jack Daniel’s customized made 26pt. strong black Neenah Folding Board in Matte end as a place to begin, Stites specified a pink foil to be set right into a debossed sample designed to seem like sparks from the smoldering coals.



A tinted matte varnish, and a few untinted varnish had been used to create the distinction between the deep, darkish charcoal and the lighter areas of ash. Stites was glad with the best way the manufacturing samples had been popping out, however then TPC beneficial utilizing a pink holographic foil to provide extra motion and depth to the package deal. Stites says the suggestion elevated the look additional than she had imagined, and made a big affect on the tip end result.

“I used to be so pleased with the field. It actually stopped individuals who walked by my desk and compelled them to select it up and transfer it round within the gentle to see the foil flare up and shift shade and switch darkish once more,” stated Stites.


“I’m a fan of Neenah® Folding Board. As a result of it’s a dyed-through substrate the minimize edges aren’t white, which provides the completed package deal such a clear and polished look. The floor has a bit tooth to it and a wonderful matte end that gives nice distinction to gloss varnishes and the shine of silkscreen printing. The board takes foil superbly, and since it has a little bit of a rougher floor than a typical clean floor, it permits some texture to look beneath the foil. That provides the steel extra space and angles to catch the sunshine, which is so attention-grabbing. I feel it appears superb,” stated Stites.


And as with all the present Jack Daniel’s present packaging, there isn’t any plastic overlaying the minimize out home windows, a strategic (and environmental) transfer Stites first made on a earlier Jack Daniel’s vacation present field. Eradicating the plastic eliminates the reflection of retailer lighting, making the product extra seen, provides a element of contact, and lets the glow of Jack Hearth invite clients in.

“This package deal was a very enjoyable problem. And it took a village! The attractive paper, a very good inventive transient, a trusting model crew, and the superb information of our print companions all labored collectively to create a profitable new package deal,” stated Stites.

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