In the traditional world of whiskey, age equals quality and is used as an indicator ?of premiumness. At the same time, especially from the consumer’s perspective, age doesn’t give any real guidance for what the whiskey actually tastes like. We wanted to change that. Our vision is to go beyond?the traditional whiskey conversation and liberate taste from age conventions. The creative idea behind the design was to showcase the richness of expressions that are created through pulling Jameson Original’s components apart - (Pot Still Whiskey, Grain Whiskey, Oak contribution) - and then reconstructing and amplifying them. The design used rich, crafty and clever illustrations and refined details. The ship on the Jameson Crest was evolved and used as a focal point to symbolize the blends’ unique personalities and express the taste of the whiskey while maintaining references to the Jameson world.

The idea highlights the three new tastes- Bold, Lively, Round and invites consumers into the world of whiskey in a simple and easily understandable way. Each expression has its own unique illustration,- with both symbolic and taste cues, and a unique ship that captures the blend’s taste profile. The deconstruction idea is additionally strengthened through secondary packaging. The Jameson logo is deconstructed. When three bottles are joined together (either the three different blends or three of the same blend), the name Jameson is reconstructed and the payoff on the bottom of the packaging are rebuilt. The brief included designing a new bottle, made in clear glass that fits Travel Retail standard. The bottle’s elegant simplicity blends soft, rounded forms with clean, straight lines. Using clear glass – distinctive from Jameson’s iconic green, is a way to showcase the different liquids inside them and to differentiate the series from the original.

The Deconstructed Series is still in it’s roll-out phase, but initial sales, consumer feedback, and customer satisfaction are strong. The Deconstructed Series packages three beautiful standalone Whiskeys in eye catching and highly engaging pack design, but more importantly for the consumer acts as an easily navigable taste roadmap, stripping the complexity of selecting a whiskey and taking it back to the core elements of Jameson’s taste. In terms of value added to brand – The Deconstructed Series was a fresh and highly disruptive addition to the Jameson Travel Retail Exclusive range. By glorifying each core taste element of the parental brand, The Deconstructed Series adds weight to the already robust reputation for Jameson as a smooth and flavourful Whiskey.