Turner Duckworth delivers a packaging revamp for the world-famous whiskey brand, Jim Beam, drawing inspiration from centuries of label designs

Popular, world-famous, and well-known brand Jim Beam, also referred to as ‘the world’s number one bourbon whiskey’ revamped its visual identity to continue to stand out in its category. With a captivating story to share, the brand tasks Tuner Duckworth to deliver a packaging design that is novel, bold and crafted to capture a new audience.

Turner Duckworth recrafts the brand using simplicity at the core of the design. Drawing inspiration from over two centuries, the bottles now display the iconic and original white colour adding familiarity and warmth. A rich sun gold applied authentically with an inked woodblock print adds to the colour palette, staging the iconic bottle and assets with layering and informality. An aesthetic that's unpolished and easy-going opens the brand to a new generation of whiskey drinkers.

Bringing light, warmth, and versatility to a traditionally dark, solitary category, Jim Beam’s toolkit is made with a select handful of ingredients. A distinct typesetting captures the brand’s easy conversational style in a tone of voice resonating with warm, plain-speaking familiarity using ‘Kentucky Straight’, a bespoke font distilling centuries of previous Beam labels and typographic traditions into one brand typeface. This is coupled with simple shapes and solid sun gold fills, resulting in an icon rebrand.

“Telling the story of the spirit of the porch alongside the unmistakable marks of Jim Beam enhanced all the brand’s familiarity - a generous, inviting soul true of Kentucky, true of the Family and true of the brand.” Michelle Gannon — Jim Beam, Global Brand Director

For more information on Turner Duckworth’s design, visit their website or follow them on Instagram.

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