Month: April 2015

Killer brand ID and media for start-ups

Killer brand ID and media for start-ups

You have a new business that you know has originality and stands out from the pack.  How do you show that in your brand ID design?

It’s one of the biggest and most important challenges you face getting the feel right for your customer base.  Get it right and you’ll never look back… wrong it and you’ll never be where you wanted.  There’s no such thing as a no brainer when it’s your business on the line.

I design using a fixed strategy – no airy fairy bullshit… even if it’s selling smelly, fluffy, pamper stuff. It works for my clients because it gives them real stand out! It’s why you might just come straight to me.

Ice Cream cab new

The 5 key principles that make my designs and brand launch better than my direct competitors are:


1  CLARITY – No point in bathing it in frills that distract from your story. Typography and image must be super hardcore clear and on point.

2  PRODUCT READ – What you do is more important than who you are so people have to get exactly what you are offering… and want it.  Your product must be like a song you can’t get outa yer head. Colour psychology and a whole lot of visual magic assists your readability among the throng.

3  HONESTY –  Take the wall down and speak directly to your customers without any fluff. It’s important to let your customers know what you are doing and why you are doing it. Remember that customers are smart and they want to engage honestly.”

4.  CALL TO ACTION – Bobby Grajewski of Edison Nation Medical reveals his go-to strategy, “We always look for a call to action to spark thought, contemplation and eventual action. To that end, we have posed rhetorical questions and problems, run searches and asked the community for their ideas to improve healthcare.”


Cloud 9 cafe London by Nick Garrett Signwriter Betty NGS Slide show view Applying great design NGS

5. HEADLINE AND CONTENT MAGIC – If your headline is weak, it doesn’t matter how good the rest of the copy is because no one is going to click through. People often add headlines and titles as afterthoughts, but a headline should get as much thought as the rest of the piece. And the rest of the piece?  Create objective social media posts, blogs, infographics and white papers that raise the level of informed discourse in your industry — even if it means levying warranted praise upon a competitor from time to time. The value of your content will increase exponentially.

Happy work club guys.


Nick Garrett


Jack Daniel’s: Evolving an icon

Jack Daniel’s: Evolving an icon

Jack Daniel’s is an iconic global brand, the best selling whiskey in the world. The brand’s values are timeless, but like every great brand, it needed to evolve to maintain its strength and affirm its authenticity in a changing world.

The challenge was to honor the brand’s legendary status while reinforcing its meaning in the world. New packaging uses language, imagery and iconography to tell the Jack Daniel’s story in a way that is as well crafted as the whiskey itself. We evaluated the equity of the brand elements, then edited carefully to clarify their meaning. The result is packaging that exudes quality and relevance, and is unmistakably Jack Daniel’s. The refined identity solidifies the brand’s position as a cultural icon.

From the U.S. to the U.K. and the rest of the world, Jack Daniel’s has incredible global reach. Above, a London taxi displays Jack Daniel’s branding in a proud way. Photo credit: Jade Rehco.

Evolving an Icon

The redesign of the famous label for Jack Daniel’s Tennessee Whiskey retains its signature qualities – the white filigree and familiar type. But we also edited elements to create a balanced design that better communicates the whiskey’s premium quality and its independent spirit.

We edited label elements based on what was most relevant.

The front label has steadily evolved over time, with a greater
presence of black and simplified decorative elements.

Still Old No. 7

The new bottle introduces chiseled shoulders and beveled corners to enhance the confident, masculine silhouette. The design stays true to the legacy of the original square bottle with fluted neck that Mr. Jack selected back in 1895.


A Refined Identity

The identity system keeps the classic elements of the old label, but has been edited to more clearly tell the product story. New iconography shows that every barrel is still mellowed, matured, and tasted at the historic distillery in Lynchburg, Tenn.

Expanding the Brand

The design for Jack Daniel’s Tennessee Whiskey places it at the center of the brand family. The new premix features common design elements that extend the brand into new occasions.

Introducing Tennessee Honey

Tennessee Honey is whiskey and honey liqueur created to offer consumers a new way to enjoy the Jack Daniel’s brand. The packaging incorporates traditional brand elements, and also adds new iconography and messaging to signal a flavor that is naturally sweet and easy to drink.

Telling the Jack Daniel’s Story

We created the Jack Daniel’s Guiding Principles book to help internal groups and agency partners understand the essence and values that continue to make Jack Daniel’s an enduring iconic brand. This guide provides a framework for creating and evaluating brand communications to ensure they always reflect the same high level of craftsmanship as the whiskey.


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