Gentleman Jack
Concept exploration to challenge the existing Gentlemen Jack bottle & label — bringing them more in line with the other two brands in the Jack Daniels lineup, while simplifying and modernizing them. Both the design of the bottle and label references the double filtration of the whiskey; the bottle transitions from a hard geometric form to a softer finish to metaphorically represent the taste experience. The logomark shows two intersecting filters, and creates a bowtie shape that alludes to the Gentleman name. The double filter pattern is also present at the top of the bottle — as the whiskey is poured out, it 'passes' through those filters.
LUNAR
