There are inherent challenges to redesigning the packaging of an iconic brand. Cue, an agency in Minneapolis, was tasked with updating the look of Jack Daniel's. We all know that classic bottle. Black label, filigree, and clear text. Still, even the most recognizable needs a tune-up.

In essence, the bottle's become a little more masculine and the label trimmed to more directly tell the brand story. Same iconic look, new classic stance. [Packaging of the World]