Entrusted with ushering three new expressions into the Jack Daniel's universe, we recast a legacy whiskey brand through a feminine cosmology. We designed The Ignite Lounge as a multi-sensory ritual environment with curated libations, a live concert, and guided meditation. Built intentionally through metaphor and myth, the Lounge invited women to travel through the archetypes we assigned to each flavor (Jack Black, Jack Fire, Jack Honey) and claim voice, agency, and embodied presence.

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Rather than casting women as accessories to a masculine brand, we subverted conventional liquor marketing by placing women at the symbolic center of the narrative, creating the first genuinely relational bridge between Jack Daniel’s and the women it had long attempted to reach.

Aligned Tenets: Counterculture as Field, Archetypal Storytelling