Jameson is the best-selling Irish whiskey globally, selling over 31 million bottles annually and over 70% market share. With that kind of success and dominance in the whiskey world, it stands to reason that its visual identity and packaging are instantly recognizable.

Nonetheless, Jameson recently decided to update its brand identity, tapping the talented folks at JDO for the task. The agency not only improved Jameson’s look with some added refinement while making it consistent across the brand’s different whiskeys but also retained much of its heritage and equity.