Beverages: Jim Beam Honey Promotional Packaging
The mild and perfectly balanced note of real honey in combination with the typically bourbon vanilla and oak flavour provides for an extravagant tasting experience. This led to Jim Beam Honey winning over a new target group in only a short space of time. More consumers were now to be attracted to the product with a high value gift packaging.
The characteristic shape of the honeycomb inspired the packaging design. Finishing with matt, UV spot varnish and effect varnish made the structure of the honeycomb visible and feel good for the consumer. In addition, the logo and honeycomb structure are embossed to deliver that certain tactile shopping feeling. The honeycomb structure also plays a part in the punching of the windows, allowing the exclusive product to be seen.
Colouring is in line with the honey character of the product, the warm yellow and brown shades reflect its mild taste. The finishing not only attracts awareness and thus the probability of buying, it also underlines the premium character. Matt and gloss effects guide the eye, discreetly underlining the main elements of the gift packaging.
Next to finishing and design, windows play an important role in package design as they give insights to the “inner values” of a brand. For spirits in particular, they have been demonstrated to increase price acceptance by consumers. The use of high quality finished cartonboard perfectly conveys the quality claim of the product. The carton holds, protects and embellishes the fragile goods: a bottle of Jim Beam Honey and a glass tumbler.
Jury comments
This carton truly reflected its contents in that the emphasis in the design was on honey that the whiskey contained. The judges viewed this as a really good thought process in that the presence of honey in the whiskey was indicated in several ways on the carton. The image of honeycomb was printed and embossed and also cut out sections were made in the shape of a honeycomb. The bold colours of black and yellow also made the carton stand out and in a crowded market, especially at duty free outlets, the judges felt that carton would really stand out.