Pearlfisher has created the new product packaging design for Jameson’s locally sourced whiskey, Wild Sloe Berry Bitters. Entering an increasingly saturated market, the whisky needed a visually unique look and feel that also complements the rest of Jameson’s products.

Based in London and New York, Pearlfisher designed the packaging to capture the essence of hand foraging, a trait in which Jameson takes great pride. According to Jameson, the bitters complements the brand’s Irish heritage—its packaging needed to embody this.

According to Pearlfisher Creative Director Sarah Cattle, the label “encapsulates the idea of stepping into the wild” by using natural stock and hand-drawn illustrations and details. Pearlfisher used a deep purple color to represent the product’s sloe berry ingredient. The packaging also features tips and instructions for bartenders and consumers on ways to enjoy the whisky.

Pearlfisher senior creative strategist Jack Hart said:

“We wanted to use Bitters as an opportunity to tell a story of authenticity, not around heritage, but specifically through the product origins, how it’s sourced, foraged and made. This allows Jameson to enhance its credentials as a true localvore, sharing their knowledge of the Irish countryside and all it has to offer. In this way, we better connect bartenders to the whole drinks-making process and provide them with genuine gestures that take them beyond the bar and to the very source of the ingredients they use.”


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