Jameson is the world’s leading Irish whiskey producer, and one of the world’s major spirits brands, with annual sales topping some 70 million bottles in 114 markets worldwide. The Jameson newly designed Black Barrel whiskey wes launched in 2016, and 50 ml bottles are currently sold in the Jameson Brand homes in Dublin and Cork, as well as in Travel retail.
To design & deliver a disruptive and aspirational 50ml Pack and a Black Barrel offering in a tear-away shipper case, with high-perceived value as a gift, for easy merchandising at cash points. The design needed to capture Black Barrel’s USPs through design & storytelling while simultaneously ensuring that it feels like one family within the other SKUs.
Buying at Point of sale is quite often spontaneous. For that reason, products need to create a feeling of must-have. At the same time, especially for the Jameson brand, the packaging has to resonate and appeal to consumers in an unpretentious way. Whether one is buying for oneself or for someone else, the purchase decision should be easy.
Jameson Black Barrel is a tribute to the cooper’s method of charring barrels. Back in the days, coals were carried into the distillery using wheelbarrows. Today, most of us buy charcoal for home BBQ in a bag, often made of paper and sealed with an weaved through thread. Using the idea of a bag as our starting point, we designed a mini-bag with all the authentic details, letting it communicate the uniqueness of the Black Barrel charring. Once the top is torn, just as in a ”real” charcoal bag, a 50 ml bottle of Black Barrel is exposed. It’s a perfect gift and a whiskey aficionado’s must-have.