Tennessee Cider. A refreshing new way to enjoy Jack Daniel's.

Scope: Brand Innovation, Packaging Design, Illustration.

Tennessee Cider blends Jack Daniel’s Old No.7 Tennessee Whiskey with crisp apple cider. The aim: refresh the brand’s appeal to a younger audience.

We transported this iconic brand into a new territory, creating a unique expression of Old No.7 whilst retaining Jack Daniel’s famed aesthetic.

Inspired by the apple orchards believed to be walked by Jack, we crafted ornate branches into the shape of the brand filigree. Further cider cues were introduced to the brand tool-kit with woodcut illustrations and pronounced tactile finishes.

Our design helped this brave innovation for Jack Daniel’s gain immediate traction; selling out and forcing larger production runs within months. The global digital marketing campaign pulled in the highest ever engagement of any Jack Daniel’s product launch.

“Midday perfectly captured the boldness of Jack Daniel’s whilst demonstrating the craft and refreshment of premium cider.” Christian Ozzati, Brand Manager.
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