Jack Daniel’s Paula Scher Limited Edition 2021

Jack Daniel’s Paula Scher Limited Edition 2021 celebrates the 155th anniversary of the distillery and its relationship with music. Nashville, Tennessee, is often considered the capital of country music and is nicknamed “Music City”. But eighty miles south, in the city of Lynchburg, is the home of another Tennessee icon, Jack Daniel’s.

The brand is no stranger to live music, and this limited edition No. 7 label marks the whiskey’s connection to live entertainment in celebration of the whiskey’s 155th anniversary.

Designed by a Pentagram team led by Paula Scher, the limited edition Jack Daniel’s label makes excellent use of typography to communicate Jack Daniels’ ties to the enjoyment of music and adds great graphics of guitars and horns and related ephemera such as CDs and musical notes.

Scher’s signature style shines through, but does not stray too far from the iconic black and white label of the number 7. Characteristic texts such as “Every Drop Made In Lynchburg, Tennessee” and references to No. 7’s awards are retained, including the iconic bottle shape.

Enjoying live music is a popular pastime, often accompanied by a good drink. Pentagram’s typographic label capitalizes on this with a design that commemorates the brand’s 155th anniversary with a nod to those moments when the whisky is present when the music is playing.