2014 Winners & Shortlists

Brief Explanation

The challenge lay in immersing ourselves in a myriad of brand guidelines and understanding how this 'brand extension' would fit within the Jack Daniel's family of brands. The Jack Daniel's brand stands for Independence, Authenticity and Craft. It was our job to nurture these values and to bring them to life. The key objective was to create a little slice of Lynchburg Tennessee in Dubai.

The Brief

We were appointed by Brown-Forman, the brand owner of Jack Daniel’s in Lynchburg Tennessee to create the brand for the world’s first Jack’s Bar & Grill. The challenge was to take a brand of over 150 years and bring this authenticity to life by creating a slice of Lynchburg in Dubai International Airport’s recently opened A380 Terminal. How do you extend a classic American icon? The answer is...with great sensitivity and respect.

How the final design was conceived

This brand is so much more than just a brandmark, it is a collection of touchpoints that we helped to bring to life. From the limited edition Sinatra Select travel cases to the boards that were handpainted onto oak from the Jack Daniel’s barrelhouse, everything we did had to evoke the spirit of Southern hospitality and authenticity. Inspiration was taken from the whiskey making process.

Indication of how successful the outcome was in the market

The world’s first Jack’s Bar & Grill opened to much fanfare and was instantly adopted by ‘friends of Jack’. It has become a blueprint for any future outlets worldwide as well as a destination within a destination.