Produced in Clermont, Kentucky, where the Beam family first started production in 1795, Jim Beam has seen dramatic growth in recent years. Given its ongoing positive momentum, Jim Beam turned to us to reassert their leadership with a brand vision, product architecture and packaging redesign that would better connect the brand to global audiences and represent the premium bourbon inside.
Paying homage to the unique Beam family heritage, the creative vision for the portfolio is distilled through the big idea of family. Guided by a design philosophy of ‘Living Legacy,’ a unique ‘DNA’ for the brand defines a set of 6 key elements that both unify and differentiate the range across both the 3D and 2D design realization. This gives the brand the freedom to express, adapt and scale the level of premiumisation for each product across the different ranges of the portfolio
By allowing the graphic treatment of each individual range to have its own personality whilst always remaining firmly rooted in the Jim Beam family DNA, we've better connected the brand's past to its future, presenting a united family of products that, both individually and collectively, tell the uniquely American story of a bourbon icon.