JIMBEAM redesign

TYPE: Personal Work
TIME: Nov-Dec. 2019
MEDIUM: branding, packaging, illustration

This rebranding project seeks to modernize the Jim Beam brand and appeal to a younger audience. The main idea of the new packaging is to incorporate the concept of blues music into the brand Jim Beam. The designer is inspired by "swing". Whether it is intoxication from alcohol or hearing the unique rhythm of swinging jazz, people will always sway their bodies spontaneously. The designer uses red wavy lines throughout the illustration which is a combination of bourbon ingredients and swing jazz instruments.