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Given its ongoing positive momentum in recent years, Jim Beam turned to us to reassert their leadership with a brand vision, product architecture and packaging redesign that would better represent the premium bourbon inside.

Paying homage to the Beam family heritage, Pearlfisher London's Strategy Studio anchored the creative vision for the portfolio in the big idea of family. Guided by a design philosophy of ‘Living Legacy,’ Pearlfisher London Design created a unique ‘DNA’ for the brand, a set of 6 key elements that both unify and differentiate the range across both the 3D and 2D design realisation.

By allowing the graphic treatment of each individual range to have its own personality whilst always remaining firmly rooted in the Jim Beam family DNA, we've better connected the brand's past to its future, presenting a united family of products that, both individually and collectively, tell the uniquely American story of a bourbon icon.

Megan Frank, Global Marketing VP for Jim Beam, had this to say about our work: “Pearlfisher has successfully realised our vision for our flagship brand, giving us a brand architecture and design that effectively communicates and elevates every aspect of Jim Beam’s unique heritage and premium status."