Jameson has collaborated with Franciscan Wells Brewery to create this new concept that brings a new level of craft, collaboration and engagement into the Jameson portfolio. In addition to pack design, the project consists of creative strategy, naming, tone of voice and identity.
Using Jamesons’ storytelling heritage, the new name champions both the journey of the beer barrel and thus, the flavour it imparts, and the reciprocal relationship between brewer and distiller.
Jack Hart, Pearlfisher senior creative strategist, said: “Our objective was to bring an element of discovery, diversity and intrigue into the Jameson portfolio by championing the craft and collaboration at the heart of this project. In order to achieve this we embraced the creativity, philosophy and progressive nature of craft beer, bringing its modern and positive principles into the Jameson brand.”
