Jameson has undergone a complete redesign by brand and design agency JDO. The new identity is intended to evolve, unite, and elevate the portfolio. In addition to Jameson Original, the brand’s wider portfolio of whiskeys was ready for the spotlight. The brand, owned by Irish Distillers, a Pernod Ricard company, tasked JDO with creating a unified identity that would bring its family of whiskeys together, strengthen its premium credentials, and increase shelf presence – while underscoring Jameson’s approachable personality as ‘the serious whiskey that does not take itself too seriously.’
JDO answered with a strategy that draws Jameson’s traditional design elements into sharper focus, giving them stronger meaning across the range. “When you are redesigning a brand as iconic as Jameson you must handle it with respect and care,” says Ben Ridley, Creative Director at JDO NY. “The task is not to reinvent but to reimagine. You look at the elements people love the most and amplify them with meaning. Our goal was to make every detail feel sharper, prouder, and more expressive, so the design remains rooted in heritage yet looks confidently to the future. That balance of credibility and playfulness, that Irish wink, is what makes Jameson so special.”
The redesign introduces a refined typography, a harmonized color palette and a clearer hierarchy across labels, bringing clarity and coherence while giving each expression space to stand on its own. Subtle foils, premium materials, and tactile finishes add sophistication without losing accessibility. One of the most striking evolutions is the structure of the new Proud Bottle. A modern reinterpretation of Jameson’s classic green glass, its sculpted shoulders, simplified embossing, and elevated wordmark are intended to enhance shelf presence and recognizability while signaling premium quality.
“This redesign gives the Jameson Family of products a new kind of confidence,” says Anna Kelly, Global Head of Marketing at Irish Distillers. “It is Jameson through and through, but with a fresh look and perspective that invites new friends in and inspires our loyal fans to raise another glass.”
