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. Our task? Refresh the branding to win over a younger audience. We elevated this iconic brand into fresh new territory, and created a unique expression of Old No.7 within the famous Jack Daniel’s aesthetic.

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

Our design for this brave innovation took instant effect. Sales hit the roof and the product sold out, forcing larger production runs within months, while the global digital marketing campaign pulled in the highest ever engagement of any Jack Daniel’s product launch. Brisk beginnings for a brave innovation.

“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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