Jack daniels- value in visual culture
Jack Daniels is an iconic brand of whiskey that has value in modern and historical visual communication. Is recognisable due to its distinctive packaging. The bottle was embossed to connotate sophistication, the aim of this was to stand out from competition. Furthermore, the rectangular bottle creates uniqueness but also has benefits as it is easier to package. The bottle denotes a black background with white text and decorative embellishments, this hasn’t changed much during the products history. The connotations of this are that the brand values tradition, heritage, and craftsmanship. This is also shown as “Tennessee” is the same size font as “whiskey”. The history of the brand is just as significant as the product itself furthermore the location the product is made in is referenced multiple times on the bottle.
Additionally, the “old No.7” written on the neck of the bottle denotes the barrel the whiskey came from strengthening the concept of heritage. The edges of the bottle denote “every drop made in Lynchburg, Tennessee” and “quality craftsmanship since 1866”. The Jack Daniel’s brand is emphasising the skill it takes to make the whiskey and the human expertise used, (rather than machinery).
To conclude, the historical value is one of the main selling points of the brand. People in modern society value nostalgic products with a human touch.
The context of an object includes the object and its relation to its surroundings. For example, the history of the object; how and where it is made and the environment it is used in. In my example, (Jack Daniels’s) history has made a large impact on the success and downfalls of the product. The prohibition from 1911-1940 and the second world war both caused the factories to close, this had massive economic impact on the now successful brand. This links into the geographical and ecological context of the object. The culture of the country greatly influences the design, use and the environmental impact it creates. For example; the Kikkoman Soy Sauce bottle has a very strong Japanese aesthetic which is greatly influenced by Ekuan’s (the bottle designer) childhood in Japan. Furthermore, the social-cultural, religious, and political influences on design should be considered when looking at the context of an object. Only in 2016 was it confirmed that Nathan Green was a main influence in teaching Daniel’s how to make whiskey. This was a controversy then and now due to tensions between African Americans and white people in America.
The ideologies of a brand are very significant when looking at the context of an object. The way a project is presented and promoted should show what the values of the company are. Jack Daniel’s have not changed the bottle graphic showing they value tradition. On the other hand, the metaphorical and philosophical context of the object includes what the consumers think the object represents and what things are associated with it. Jack Daniel’s is associated with music icons such as Lemmy Kilmister. It also has a high alcohol content and is associated with irresponsible drinking.
To conclude, the context of an object is more complex than it first appears and has great impact on how and why a product is designed in a certain way.