Branding
Bringing Light to Jack Daniel’s Festive Packaging!
ICD’s festive packaging for Old No. 7 makes whiskey the star of every house party.
Itu Chaudhuri Design (ICD) collaborated with Brown-Forman India for the third consecutive year to design a festive pack for Jack Daniel’s Old No. 7 whiskey.
To make this iconic whiskey a centerpiece of Diwali celebrations, seamlessly blending into the homely atmosphere of house parties while acting as a visual and conversational “party starter.”
Diwali, known for its lights, warmth, and intimate gatherings, serves as the perfect backdrop for house parties with close friends and family. Brown-Forman India wanted to position Jack Daniel’s Old No. 7 as a must-have for these celebrations. The packaging needed to resonate with the festive season while retaining the premium and iconic essence of the brand.
The objective was clear: Create a design that celebrates light, cheer, and togetherness, all while embracing the monumental legacy of Jack Daniel’s.
The team at ICD took inspiration from Jack Daniel’s most recognisable brand asset—the Old No. 7 bottle silhouette. This iconic shape became the canvas to encapsulate the festive spirit.
Light and Cheer Bottled: The festive pack “bottled” the essence of Diwali—light. Molecules of light in varying colours were designed to bring the silhouette to life, creating a fluid, dynamic, and celebratory visual identity.
Impactful Silhouette: The design celebrated the monumental yet approachable character of Jack Daniel’s. The interplay of light gave the packaging a festive charm while maintaining its premium identity.
A Dramatic Prelude: The pack acted as more than just packaging—it became a prelude to the experience inside, sparking curiosity and conversation.
The festive pack positioned Jack Daniel’s Old No. 7 as a conversation starter during Diwali celebrations, seamlessly integrating it into the culture of house parties.
