Jack and the beats
DESIGN BRIEF
JACK AND THE BEATS is a Bi-Annual music fest that explores the passion points of the Jack Daniels whisky. The brief was create a high-energy, immersive event experience that blends the bold character of Jack Daniel's whiskey with live music, targeting young, urban audiences who love music and nightlife.
DESIGN CONCEPT
When it comes to creating a brand experience, design is everything. I went all out to transport guests to the heart of Tennessee and the world of the iconic whiskey brand.
From the moment attendees walked through the music themed gantry, they were greeted by the warm glow of ambient lighting and the smooth sounds of live music. The event space was carefully designed to capture the rustic charm and vintage aesthetic that Jack Daniel's is known for with a little bit of Lagos, with every element chosen to create a truly immersive experience.
The aim was to create exciting experiences and touchpoints for guests through the identity of Jack Daniel's SKUs: The Gentle Man Jack, The Old No7,and Tennessee Honey.
In addition to this, there were interactive exhibits and displays throughout the space, including experience zones that tells the story of each SKU.
THE ENTRANCE
The entrance gantry was designed using the iconic Jack Daniels bass guitar at a life-sized scale serving as the basis of the gantry’s form.
The Gantry is also characterized by a well lit up musical notes, warm white neon lights and textures speaking to the theme of the event.
THE TUNNEL
From the moment attendees walked through the tunnel , they are greeted by the warm glow of ambient lighting and the smooth sounds of live music. The event space was carefully designed to capture the rustic charm and vintage aesthetic that Jack Daniel's is known for with a little bit of Lagos, with every element chosen to create a truly immersive experience.
THE MEDIA WALL
The media wall was designed to be simple and minimal. Characterized by three simple flex wall banner with printed textures of the event while using neon lights to craft the story of the brand’s ethos (MAKE IT COUNT) for the year on a circular mesh joining each walls at the center to create an wholistic and memorable picture wall.
THE HONEY ZONE
The Tennessee honey zone was designed to be specifically for women. I introduced some hexagonal danglers and seat frames to furthermore emphasize on the honey character of the drink while accentuating with neon lights flowers and some string lights center to create an wholistic and memorable picture wall.
Other Visualizations
Activation Images
Details
