To compete in the expanding craft whiskey and bourbon market Jack Daniel's Single Barrel needed to create a brand presence.
In essentially a brand launch, we created a standard around Single Barrel. By acting as curators of a lifestyle that meets our standard, we built a blog featuring content centered around recipes, lifestyle and craft.
We established the brand tone by introducing beautiful lifestyle-type images paired with hand drawn type and equally crafted language.
With a heavy focus on unique singular experiences like crafted food, classic outdoor sports and good whiskey, we've given Single Barrel a new and fresh voice, backed by the strong family brand of Jack Daniel's.