Jim Beam

If your living legacy isn’t clear, how do you focus on it and unite the family?

Amongst the rise of experimental cocktail culture and a changing luxury landscape, bourbon has seen a renaissance as people increasingly demand more premium drinking experiences. And, as the world's leading bourbon with a long family history and inextricable links to America's native spirit, Jim Beam, was perfectly primed as the natural beneficiary of these shifts.

Jim Beam

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 realisation. 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.

Client

Beam Suntory

Mode of life

Taste

Media inquiries
Chantal Goodman
chantal@pearlfisher.com
 
London
+44 (0)20 7603 8666
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Jamie Chalmers
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Chloe Wood
chloe@pearlfisher.com
 
New York
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Lauren Vellek
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Chloe Wood
chloe@pearlfisher.com
 
San Francisco
+1(415) 757-5010
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Paula Murray
briefsf@pearlfisher.com
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Chloe Wood
chloe@pearlfisher.com
 
Copenhagen
+45 70 222 640
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David Ramskov Hansen
david@pearlfisher.com