JDO has revamped Jameson’s brand and packaging with subtle changes that enhance its visual identity while respecting its heritage. Founded in 1780, Jameson is the top-selling Irish whiskey globally. The redesign aims to modernize the brand without alienating long-time fans. JDO's collaboration with whiskey drinkers and bartenders revealed a need for Jameson to stand out more distinctly in a crowded market. The updated design focuses on clarity, making it easier for consumers to understand the differences across the product range. Key elements like the arched logo and crest have been refined rather than overhauled. The wordmark now has a taller cap height for more prominence, and typography adjustments add a playful touch. JDO introduced a bottle illustration that allows for a more relaxed and characterful aesthetic. Each whiskey in the portfolio has its own story, supported by expanded slip labels that convey details about the whiskey's craft and aging process. These changes are designed to attract new drinkers while guiding loyal customers through the Jameson family, from the Original to the Reserve Series. The redesign includes premium print finishes across the range, enhancing the overall quality. Ridley, JDO's creative director, emphasizes that even small adjustments can have a significant impact on how consumers perceive the brand. The goal was to amplify the brand's existing character rather than start from scratch, ensuring that Jameson remains relevant in today's market while honoring its rich history.