Jim Beam can receives first redesign in 10 years

Jim Beam can receives first redesign in 10 years

Iconic bourbon brand, Jim Beam, is releasing its first full packaging redesign for its RTD cans in over a decade.

The new design and brand reposition, led by The Spice Agency in Sydney, retains many of the famous hallmarks of the brand coupled with refined design elements to create a sleek and contemporary look.

The first product to feature the new look will be the Jim Beam & Zero Sugar Cola which currently dominates the zero sugar RTD category with 64% of market share.

Ray Noble, brand Director – Bourbon says that Jim Beam’s loyal customers reminded top of mind during the new design process.

“At Beam, we know it’s important to keep up with the times. But when you have an iconic brand with millions of loyal fans across the country, decisions to change anything about the product are never taken lightly," said Noble.

"During the entire process, we’ve kept Jim Beam’s consumers top of mind when making any decisions about the new design.” 

“After reviewing our current packaging and consumer research our focus was to; lift quality cues and make the design more contemporary, increase our ownership of white and stand out on shelf for different variants, and strongly link the family architecture between our different brands. We feel the redesign really captures all three of our creative objectives.”

In addition to the Jim Beam Zero Sugar Cola line, other Jim Beam White products will also feature the redesign and will avaliable in store within the next few months.




Please login with linkedin to comment

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]