In an endeavor to foster a bond with the Indian audience, our team at Open Strategy & Design undertook the packaging project with the objective of positioning Jack Daniel's as an appealing choice for Indians in search of high-quality luxury gifts during the Diwali festivities. The aim was to establish a stronger connection with the Indian audience.
Tools:
Keynote
Adobe Creative Suite
Role:
Design Researcher
Graphic Designer
Team:
Ashutosh Karkhanis (Creative Director)
Sushanto Sarkar + 3 (Graphic Designer)
Pavan Rajurkar (Illustrator)
Vatsala & Utsavi (Copy writers)
Scope:
Packaging
Illustration
Retail
Advertising
Brief
The American whiskey brand Jack Daniel's wanted to create a design that helps them emotionally connect with the Indian consumers and stand out in retail stores by breaking the festive clutter.
Design Trend Research
During this phase, our team conducted in-depth research on design trends in the alcobev industry, specifically focusing on liquor brands like Jonny Walker, Dewars, Jameson, Jim Beam, etc. We examined their approaches to design across digital, social, and retail platforms, noting their launch of special edition packs during festivities and their exploration of packaging materials and print designs. Our aim was to infuse Jack Daniel's with a celebratory and festive vibe, so we curated a reference board of ongoing packaging trends in the alcobev industry while considering our allocated budget. Rather than solely analyzing competitors on retail shelves, our research focused on current trends in the alcobev category and identified other competitive brands. We strived to offer a unique and superior packaging solution for Jack Daniel's, taking into account the growing curiosity of Indian consumers regarding the variety of spirits available for festive occasions. This research guided our design approach, ensuring that our packaging aligned seamlessly with the festival of Diwali.
The Problem
Advertising alcohol in India poses significant challenges due to restrictions and regulations. We encountered specific limitations, such as not being able to showcase elements from traditional or religious ceremonies on the packaging of the Festive Pack. Our objective was to present Jack Daniel's in a culturally relevant manner. The goal was for the brand to become the preferred Diwali gift among premium whiskeys. To achieve this, Jack Daniel's had to have a visually striking appearance while naturally evoking a sense of festivity.
The Challenge?
Working on a global brand with well-established brand identity poses a challenge of contextualization without compromising its core essence. For the team, the major question was how to infuse a global brand with strong Americana codes with the spirit of the quintessential Indian festival. It required finding a delicate balance between maintaining the brand's authenticity and embracing the cultural significance of the Diwali festival.
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Ideation Strategy!
Instead of trying to fit in Jack Daniel’s in the world of Diwali celebrations, we took a different approach. We asked ourselves how celebrations would look if done in Jack's own style. Inspired by Jack Daniel's passion for whiskey and bringing people together, we aimed to showcase the beauty of togetherness in a way that stayed true to the brand's identity. Our goal was to create an unmistakably Jack Daniel's Diwali experience, capturing the spirit of celebration with authenticity.
Execution
Design holds immense power in creating new worlds and conveying meaning on multiple levels. In our design execution, we seamlessly merged the bold and masculine brand language of Jack Daniel's with the visual symbolism of Diwali. Our objective was to place Jack at the heart of the Diwali celebration. The unmistakable shape of the iconic bottle kept Jack Daniel's identity intact, while intricate details portrayed the various facets of Diwali festivities. The deliberate use of celebratory gold against a stark black backdrop not only maintained the essence of Jack's world but also symbolized the triumph of good over evil. Additionally, it subtly alluded to the classic Diwali visual of bursting crackers against the night sky. Throughout the process, we ensured the design maintained the clean and bold look that is synonymous with Jack Daniel's.
Results
The results of our collaborative project were remarkable. The special Diwali edition packaging for Jack Daniel's Old No. 7 made a significant impact, reaching over 2,000 premium outlets across 10 cities in India and connecting with approximately 20,000 loyal consumers. The response from retailers surpassed expectations, with many experiencing higher demand than anticipated amidst the challenges of the pandemic. Inspired by the vision of Mr. Jack, who believed in bringing people together to mark important occasions, our pack not only broke through visual clutter but also resonated with consumers, both new and existing.
The design we created truly embodied the spirit of Diwali celebrations and solidified Jack Daniel’s relevance in the market.
Media Coverage:
Media Samosa
Business Insider
Afaqs News