New year, new concept

We partnered with Brown-Forman Hong Kong to design limited edition packaging for Jack Daniel’s No. 27 Gold for Chinese New Year 2021. The main focus was to create a pack that could be easily updated each year with a brand-new animal. 2021 being the Year of the Ox. The predominantly Chinese target market are voracious collectors of limited-edition packs and Jack Daniel’s is no different. Our solution was to create an authentic New Year pack that doubled as a Chinese lantern.

An ox motif was created alongside traditional Chinese typography celebrating the occasion. While the concept and design phase were important to the overall success of the project, the product would ultimately be judged on the quality of production. A local fabricator was selected based on their expertise and attention to detail. Using innovative production techniques, the end result was a beautifully laser cut tin featuring embossing, debossing and gold ink.