Jack Daniels

Jack Daniels logo


Structuring brand management tools for portfolio growth.

Jack Daniels is an epic American brand enjoyed around the world and the flagship brand in the Brown-Forman portfolio. Following the success of a number of new product introductions — including Jack Honey and Gentleman Jack — the brand needed new tools to communicate the overall brand strategy and sub-brand relationships to its internal teams and external agencies globally.

Catapult defined a system of tools to better support existing teams and manage the onboarding of those new to the brand. The new modular toolset updated existing materials with new guides that could scale to various levels of strategic engagement. The holistic system allowed for simple integration of quick reference and global learning tools, and clarified the brand and role of sub-brands.