JAMESONS

Jameson has always been more than whiskey. It’s a legend in a bottle, with a story passed down through generations. While Jameson Original is beloved worldwide, it was time for the brand’s wider portfolio of high-quality crafted whiskies to step into the spotlight.

We were tasked with bringing the whole family together, giving the portfolio a bold, unified look, boosting its premium presence on the shelf, and doing it all without losing the playful personality that makes Jameson “the serious whiskey that does not take itself too seriously.”

We brought clarity to the portfolio with refined typography, harmonised colour palette, and a clear label hierarchy. Each expression now stands on its own while feeling unmistakably part of the Jameson family.

Subtle foils, premium materials, and tactile finishes add sophistication without losing that approachable charm. Slip labels now spell out the differences across the portfolio, guiding fans and newcomers alike.

Storytelling is stitched into every pack, celebrating craft and authenticity, with a dash of Irish character.

The redesign turns Jameson’s approachable charm into a premium experience while staying true to its heritage. The new portfolio structure invites loyal fans to explore and trade up, while welcoming newcomers into a world that feels both familiar and freshly exciting.

Striking the perfect balance of credibility and playfulness, with that sly Irish wink that makes Jameson unmistakable, every detail of the redesign creates belief in the brand’s promise to make everyone feel welcome in a community where spirit is shared, connections are celebrates and we are stronger together.