Drinks giant Diageo has unveiled J&B -6º, a whisky brand targeting younger drinkers, with an identity and packaging design by Bloom.
The consultancy was appointed to the project last year and is tasked with creating a ‘classic for a new generation’ to support Diageo’s strategy to grow the Scotch category within its portfolio of drink brands. The drink is targeted at 20-to 30-year-olds.
The bottle features a diagonal slice carved into the front to represent the cut-through taste of whisky. The branding is minimalist and the label is clear to support the contemporary feel of the product. The foot of the bottle is embossed with J&B branding to reinforce the drink’s heritage. The name refers to a chill filter used to make the drink from grain and malt whiskies.
‘The drink will inject dynamism into the market. It has a young feel and is modern, fresh and crisp,’ says Bloom business development director Debbie Lewis.
‘We hope the drink will introduce whisky to a new generation,’ says John Williams, innovation marketing manager for the product.
The drink launches in selected bars on 14 March.