Vale relembrar a origem do número 7: Jack participou de um campeonato de bebidas e era o sétimo inscrito. Fez tanto sucesso que as pessoas começaram a perguntar pela bebida do barril número sete, que foi de fato inserido no rótulo final.
Projetado por uma equipe da Pentagram liderada pela pop-star do Design Gráfico, Paula Scher, a edição limitada de Jack Daniels faz um ótimo uso da tipografia para comunicar os laços da marca com a música, com gráficos de guitarras e CDs e notas musicais.
O estilo de Scher é reconhecível, mas não se afasta muito do icônico rótulo em preto e branco da 7ª marca. Cópias assinadas como “Every Drop Made In Lynchburg, Tennesse” e referências aos prêmios nº 7 são mantidas, incluindo o formato icônico da garrafa.
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