Whiskey icon Jameson rebranded to elevate portfolio

The Irish Distillers brand, which dominates the global Irish whiskey market, turned to international brand design agency JDO to unify its family of whiskeys. The revised identity aims to evolve and elevate the portfolio, while further increasing its already impressive shelf presence.

With Jameson known as ‘the serious whiskey that doesn’t take itself too seriously,’ JDO set about devising a new portfolio structure that retains its approachable personality. The rebrand focused on adapting Jamerson’s iconic elements, including refinements to its typography and colour palette.

Ben Ridley, creative director at JDO NY, explains, “Our goal was to make every detail feel sharper, prouder and more expressive, so the design remains rooted in heritage yet looks confidently to the future. That balance of credibility and playfulness, that Irish wink, is what makes Jameson so special.”

Further sophistication was added to its various labels through the inclusion of subtle foils, premium materials and tactile finishes. Its famous Proud Bottle also underwent a modern reinterpretation, which saw alterations to its structure, embossing and wordmark – all with the aim of signalling the brand’s premium nature.  

Anna Kelly, global head of marketing at Irish Distillers, adds, “This redesign gives the Jameson Family of products a new kind of confidence. It is Jameson through and through, but with a fresh look and perspective that invites new friends in and inspires our loyal fans to raise another glass.”