"You can’t stand in any one place too long," Cue Creative Director Alan Colvin tells Co.Design. "It had been a couple of decades since Jack Daniel's had an update and they were ready and willing to modernize."
Jasper Newton "Jack" Daniel, the creator of Jack Daniel’s, would approve of the powerhouse his distillery has become. His elixir is one of the best-selling whiskies in the world and, with its black label and square bottle, also one of the most recognizable. But even iconic brands need a refresher now and again.