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Less is More With New Jack Daniel's Label


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Less is More With New Jack Daniel's Label

The iconic black label of Jack Daniel's has served the whiskey brand well over the years, but the company is bringing the design up to date with a small refresh.

While there is nothing wrong with the distillery's existing label, graphic design firm Cue notes that stagnation can hinder brand perception.

"You can't stand in any one place too long," Cue creative director Alan Colvin told Fast Co Design. "It had been a couple of decades since Jack Daniel's had an update and they were ready and willing to modernize."

Jack Daniel's label drives credibility through its traditional styling. While Cue isn't completely ditching this look, the design firm is planning to scale back the amount of text on the triple-sided label. Cue is also trying to make the brand more contemporary by doing away with the "Old Time" moniker.

The A minimal amount of text on a label can make the product seem more luxurious. High-end goods typically have less text on the label and use more white space — like the new Jack Daniel's bottle — whereas common products frequently have more text.