America's Native Spirit

If your living legacy isn’t clear, how do you focus on it and unite the family?

Amongst the rise of experimental cocktail culture and a changing luxury landscape, bourbon has seen a renaissance as people increasingly demand more premium drinking experiences. And, as the world's leading bourbon with a long family history and inextricable links to America's native spirit, Jim Beam, was perfectly primed as the natural beneficiary of these shifts.

The Aim

Reassert the brand leadership with a brand vision, product architecture and packaging redesign that would better connect the brand to global audiences and represent the premium bourbon inside.

The How

Guided by a design philosophy of ‘Living Legacy,’ a unique ‘DNA’ for the brand defines a set of key elements that both unify and differentiate the range across both the 3D and 2D design realisation. This gave the brand the freedom to express, adapt and scale the level of premiumisation for each product across the different ranges of the portfolio.

Role: Art Direction, Structural Design, Retail Design Lead