Seagram’s Seven

Once an iconic whiskey of the 70’s for it’s classic “7 and 7” cocktail — Seagram’s 7 was looking to dust off it’s outdated perception and reintroduce itself to a new generation of Whiskey drinkers. Over the years Seven Crown’s adapatations had left them bland so fin ding their authentic self was paramount, so we dug through their archives to identify their historical equities and assets. We then redrew their iconic 7 crown and wordmark then accompanied it with handcrafted typography to create a striking balance of bold modernity and crafted heritage.

Work created at Jones Knowles Ritchie
Creative Director: Tosh Hall
Design Director: Mike Perry
Designers: JP Elliot, Charlotte Jackson, Sarah Dewlin
Render Artist: Justin Goode
Typographer: Ian Brignell