Jack Daniels 150th Anniversary
The year 2016 marked 150 years of the Jack Daniel Distillery, the oldest registered distillery in the United States. To help the distillery mark this milestone, Cue created an identity used to host this special event and celebrate it on two special editions of Jack Daniel's Tennessee Whiskey. The identity incorporated familiar looking elements, refined to celebrate an historic milestone. An expression of the identity is a special 86 proof Old No. 7. It is a tribute to a legacy of whiskey craftsmanship begun 150 years ago by the one and only Jack Daniel's. The bottle is an invitation to join a celebration of the birthplace of this most famous American classic.