„It takes years to make a good gift. No shortcuts. Consistently since 1866"- according to a key message emphasizing that Jack Daniel’s is a perfect gift, a compositon of quality and tradition, we took advantage of our experience in designing the original retail display.

We decided to refer to two distinctive elements of the brand when creating POS materials: A barrel that is used in whiskey development only once, and the legendary "Jack Daniel's Barrel Tree", a Christmas construction from Lynchburg’s city centre.

The exhibition included original American white oak barrels from Jack Daniel’s distilery in Lynchburg, and use them to build a Christmas tree. In open barrels we placed the products as a referrence to the traditional production process – a closure of whiskey in barrels.

We were responsible for the creative concept that originally invites audience to the intriguing world of Jack Daniel’s brand.