The Spice Agency delivers first masterbrand work to refresh ‘old fashioned’ Jim Beam
New Jim Beam can design
The Spice Agency in Sydney has produced its first masterbrand project, repositioning the Jim Beam brand for the first time in ten years.
Former Energi Design creatives Ray Laws and Dimity McDonald, who founded The Spice Agency, brought Beam Global with them when they established their own business in December 2010.
The redesign will cover all Jim Beam products in Australia, starting with the Jim Beam and Zero Sugar Cola can now ready to hit the shelves.
Great and much needed rebrand guys. Interesting to see how the “zero sugar” packaging subtly references the Coke Zero branding too.
I do realise the futility of this frustration, but I wish Jim Beam would stop calling itself bourbon. The decision they made to drop their alcohol content below 40% means it’s technically no longer a bourbon. It must be bottled at at least 40% to use that descriptor.
Looks good – nice work Dim! ( and Ray!)
oh i like that