The Holidays are a key selling period for the Spirits category. As many are hosting or gifting for loved ones, it was our goal to unveil a limited-time only ‘gifting bottle’ for the Jim Beam Black® brand during the 2016 holiday season. This was lauched in our home market of Kentucky, where we have our most dedicated fans who know and love Beam. The assignment was to design packaging that felt not only special for this holiday time period, but also special enough to gift for your friends and loved ones many times over.
With the understanding of our market (Kentucky) and our brand ambition of ‘come as friends, leave as family’, we saw opportunity to work towards a more hand-crafted look, while still being able to feasibly work on the standard company production bottling/labeling line. The design exploration evaluated label substrates across all types of bottles, with the goal to define the right premium touch that evokes ‘holiday’ for the Jim Beam Black® brand. The final label design ultimately pivoted off of core brand equities, and also featured a combination of metallic foils and embossed custom texture.
The final design achieved a classic, premium LTO label for the brand. The effort contributed to overall Jim Beam Black momentum for the holiday season (outperforming expected sales targets in December).