Jim Beam: Spirit of the Porch
Jim Beam, the world’s number one bourbon whiskey with a story almost as old as Kentucky, faced challenges of stand out due to generic category norms. To serve all the needs of a modern brand, we set about putting the soul back by recrafting and simplifying the brandmark, emphasizing tradition and returning the iconic white bottle to its roots.
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The redesigned visual identity introduces warmth in a traditionally dark category with a sun gold colour and woodblock print. The unpolished, easy-going aesthetic reflects a brand that likes to see people come together and appeal to a new generation of whiskey drinkers. Like the Whisky, the toolkit is made with a select handful of ingredients, those that make Jim Beam like no other. New to the family is ‘Kentucky Straight’, a bespoke font distilling centuries of previous Beam labels and typographic traditions into one brand typeface.
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Woodcut illustrations, a long standing feature, enhance authenticity, making the iconic bottle a visual icon adaptable to various environments. Jim Beam’s new identity stands as a testament to its genuine spirit and craftsmanship, inviting all to savour its history and share in its legacy.
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