Jack Daniels

This American whiskey from Tennessee obtains its characteristic mild taste due to the process of filtering through a 3-meter layer of maple wood charcoal. Filtering takes about 10 days and removes impurities from the whiskey, which means that it gets into the barrel as a slightly more delicate drink. It was the theme of the new Jack Daniel’s campaign. My idea was to use charcoal as a tool to present this production process. I proposed a graphic line based on unchanging Jack Daniel’s bottle and charcoal illustrations on the lid of the barrel.