When consumers can’t spot the family resemblance, you know it’s time to inspect your design DNA.

Jameson Irish Whiskey had already launched its crafted range of premixed whiskeys as an alternative to the Dark spirit RTD category.

The problem was that consumers weren’t making the link back to the Jameson parent brand. While the range was selling ok, it was missing out on building brand equity with future Jameson loyalists.

Boldinc’s challenge was to drive authenticity by aligning the range of RTDs with the core Jameson bottle. 

The result is a more youthful expression of the Jameson brand, with an unmistakable lineage. Proof that the apple doesn’t fall far from the tree.

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