Jameson Whiskey – Black Barrel 50ml Charcoal Bag

Creative Agency: Pond Design
Client Director: Fredrik Svalstedt
Production Manager: Niclas Hemlin
Senior Designers: Martin Ask, Peeter Ots
Copywriter: Naama Forsrup
Final Art: Anna Johansson
Project Type: Produced, Commercial Work
Client: Jameson Whiskey, Irish Distillers
Location: Stockholm, Sweden
Packaging Contents: Whiskey
Packaging Materials: Glass and paper

Jameson is the world’s leading Irish whiskey producer, and one of the world’s major spirits brands, with annual sales topping some 70 million bottles in 114 markets worldwide. The Jameson newly designed Black Barrel whiskey was launched in 2016.

Pond Design was commissioned to design & deliver a disruptive and aspirational 50ml Pack and a Black Barrel offering in a tear-away shipper case, with high-perceived value as a gift, for easy merchandising at cash points. Buying at Point of sale is quite often spontaneous. For that reason, products need to create a feeling of must-have. At the same time, especially for the Jameson brand, the packaging has to resonate and appeal to consumers in an unpretentious way. Whether one is buying for oneself or for someone else, the purchase decision should be easy.

Jameson Black Barrel is a tribute to the cooper’s method of charring barrels. Back in the days, coals were carried into the distillery using wheelbarrows. Today, most of us buy charcoal for home BBQ in a bag, often made of paper and sealed with an weaved through thread. Using the idea of a bag as our starting point, we designed a mini-bag with all the authentic details, letting it communicate the uniqueness of the Black Barrel charring. Once the top is torn, just as in a ”real” charcoal bag, a 50 ml bottle of Black Barrel is exposed. It’s a perfect gift and a whiskey aficionado’s must-have.