Founded in 1780, Jameson is the world\u2019s best-selling Irish whiskey. With a legacy that runs deep, its green bottle, logomark and crest have become iconic over time.<\/p>\n
Still, longevity brings its own pressure to stay relevant. Jameson\u2019s new identity, created by JDO<\/a>, looks to strengthen what people already know and love, while subtly modernising how it\u2019s presented.<\/p>\n \u201cIt\u2019s important for us to stay current and future-proof the brand,\u201d says global marketing manager Claire Henry.<\/p>\n She says they spoke with whiskey drinkers, bartenders and retailers, \u201cfrom dimly lit bars in New York to busy off-licences in Johannesburg,\u201d and that highlighted \u201cclear opportunities to make Jameson stand out more distinctly.\u201d<\/p>\n In 2018, Jameson led a redesign centred on its flagship whiskey, the Original. This time, the scope was broader. JDO was tasked with creating visual harmony across the full portfolio, while subtly updating the Original.<\/p>\n JDO\u2019s brand and packaging redesign for Jameson<\/p>\n The aim was twofold \u2013 to invite new drinkers in, and to give long-time fans clearer paths to explore and trade up within the Jameson family.<\/p>\n \u201cWe also realised the packs could do a better job of telling each whiskey\u2019s story,\u201d says Henry. \u201cAnd we wanted to make it easier for people to see the differences between the products and understand how the range fits together.\u201d<\/p>\n The team at JDO had to tread a fine line. On one hand, there was the heritage of the legacy brand, which called for careful, considered design decisions. On the other hand, there was the irreverent spirit of \u201cthe serious whiskey that does not take itself too seriously.\u201d The two had to meet halfway.<\/p>\n Certain elements, such as the arched logo, the recognisable crest, and the seal (or the lollipop), were iconic in their own right, so \u201censuring that they remained magnetic was really key to the brief we gave JDO,\u201d says Henry.<\/p>\n The creative challenge was to take what already worked and sharpen it to reveal more of its character.<\/p>\n The updated wordmark<\/p>\n The crest was re-sculpted to stand taller on the pack, while the wordmark was given a taller cap height to lend it more presence. The team refined the serifs, tightened the drop shadows, and added a \u201cnick\u201d to the crossbar of the \u2018A.\u2019<\/p>\n Every detail was a question of restraint, knowing what to keep and how far to push change. \u201cThere\u2019s so much equity in that logo around the world that throwing the baby out with the bathwater would\u2019ve been a bit of a crime,\u201d says JDO\u2019s creative director Ben Ridley.<\/p>\n The tweaks to the typography, coupled with the introduction of a brighter colour palette, bring a touch of playfulness to the brand\u2019s visual voice, as does the art direction.<\/p>\n \u201cIntroducing the bottle illustration gives us flexibility; we don\u2019t need a flawless, high-gloss render every time,\u201d says Ridley. \u201cIt can feel looser, more characterful.\u201d<\/p>\n JDO introduced a bottle illustration, now used across the brand<\/p>\n While buffing the overarching identity, the team also built a shared system of visual codes that unites Jameson\u2019s family of whiskeys, yet leaves room for each expression to show its own character.<\/p>\n \u201cThe idea is to bring people further into the Jameson world,\u201d says Ridley. \u201cYou start with the Original, then ask \u2013 what feels a little more refined? What finishes feel more elevated? What\u2019s more giftable, more desirable? Through a mix of design cues, we can speak to seasoned whiskey drinkers while still welcoming those just beginning their journey.\u201d<\/p>\n The agency introduced refinements across every tier of the range \u2013 from the Original to the Reserve and Collectible series.<\/p>\n The \u2018Proud Bottle,\u2019 used for the Original, got an update. The shoulder of the bottle was elevated, and the neck shortened, which allowed the logo to be placed higher up on the pack, demanding more attention on the shelf.<\/p>\n The Reserve Series, with the expanded slip labels<\/p>\n The Reserve Series gained more storytelling through an expanded slip label that creates space for details about cask selection, ageing, and craft, turning each bottle into its own narrative. The use of two typefaces, Trade Gothic LT Pro and Sackers Gothic, gives the range both cohesion and distinction.<\/p>\n \u201cWhen you\u2019re designing a whiskey portfolio, you still want every bottle to feel part of the same family, but with a bit of its own personality,\u201d says Ridley. \u201cEach liquid has its own story \u2013 its own craft and character \u2013 and the design had to reflect that.\u201d<\/p>\n The new identity, now being rolled out across every touchpoint, has, in Henry\u2019s words, given the \u201cbrand a renewed sense of purpose.\u201d<\/p>\n Across the portfolio, the team added premium print finishes<\/p>\n \u201cRedesigning a brand like Jameson means walking a fine line,\u201d says Ridley. \u201cIt\u2019s not about starting over; it\u2019s about understanding what already connects with people and drawing more of that character out, rather than sanding it down.\u201d<\/p>\n Every change, as Ridley points out, no matter how minor, compounds quickly \u2013 small moves across the range can transform how the brand feels as a whole.<\/p>\n \u201cIt\u2019s the quiet shifts that make the biggest impact,\u201d he adds. \u201cCarried through the full range, those refinements ripple outwards and build into something much bigger.\u201d<\/p>\n The Jameson Original, with the updated \u2018Proud Bottle\u2019<\/p>\n
\nhttps:\/\/d3faj0w6aqatyx.cloudfront.net\/uploads\/2025\/11\/Jameson-Family-Sizzle_20_Final_LowRes.mp4<\/a>\n<\/div>\n