Torque carefully researched the brand and its core audiences. It became clear that licensed products needed to extend as much of the spirits brand and its graphic equities as possible. We recommended designing sauce bottles to echo the bourbon bottle. Borrowing from the proud 200+ year history of the brand and its iconography, Torque designed a system of bold product labels, packaging and a brand standards guide for licensed products in all categories. For food licensees in particular, we turned black into the new regal color for the barbecue sauces and meat enhancements. From that Torque built a promotional campaign to launch the product into the market, build brand awareness and drive sales.
Jim Beam Consumer Packaged Goods
Jim Beam has been going head-to-head with Jack Daniels and other spirits brands in the specialty food market with their licensed products. As Beam grew their licensed business, products were not consistently branded by licensees. Beam realized they needed to refine their image and message in order to own the more upscale end of the market and to align with their a rich brand heritage.
