The Spice Agency delivers first masterbrand work to refresh ‘old fashioned’ Jim Beam

New Jim Beam can design

New Jim Beam can design

The Spice Agency in Sydney has produced its first masterbrand project, repositioning the Jim Beam brand for the first time in ten years.

Former Energi Design creatives Ray Laws and Dimity McDonald, who founded The Spice Agency, brought Beam Global with them when they established their own business in December 2010.

The redesign will cover all Jim Beam products in Australia, starting with the Jim Beam and Zero Sugar Cola can now ready to hit the shelves.

Laws, founding partner and creative director at The Spice Agency, said the project is the first master brand repositioning for the agency, which now has a staff of six and counts Kimberly-Clark, Campbell Arnotts and Canadian Club are among its clients.

Previous Jim Beam can design

Previous Jim Beam can design

“Jim Beam has always been in danger of being old fashioned, and I think when a brand has a lot of heritage the brand and heritage become synonymous. This gives it contemporary relevance,” Laws said.

Bourbon brand director Ray Noble said: “We know it’s important to keep up with the times, but when you have an iconic brand with millions of loyal fans across the country, decisions to change anything about the product are never taken lightly.”

McDonald added: Being such a new agency, we’re pretty chuffed about it. We think we’ve nailed the design and after 10 years it needed to be refreshed.”

Jim Beam rebrand


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