Pearlfisher has created a new look for bourbon brand Jim Beam, which the consultancy says will unify the brand’s portfolio around the world.
The consultancy says it has based its designs around “the big idea of family” and has been inspired by the history of the Beam family, who started bourbon production in Kentucky in 1795.
Pearlfisher managing director Darren Foley says: “We created a design philosophy called ‘living legacy’, connecting the brand’s past to its future and presenting a united family of products that individually and collectively tell a unique American story.”
The consultancy also created key design elements, which can unify – and differentiate – the range across different products.
These include the Jim Beam logo, the rosette, the bottle profile and footprint and a newly introduced die-cut label.
Pearlfisher creative director Natalie Chung says: “We have given the brand the freedom to express, adapt and scale the level of premiumisation for each product across the different ranges of the portfolio.
She adds: “The new bottle fluting detail is a great example of how we have taken a tactile equity of the brand and used it to express the different personalities of each bottle, from iconic simplicity on the core range bottle to an abstracted depiction of the Rackhouses with more detailed fluting on the core premium and super premium ranges.”
The upgraded Jim Beam packaging is launching globally – in more than 100 markets. It will roll out first in the UK and Germany in April 2016 and in all other markets, including the United States, Australia and Japan, later this summer.