Unlike the clear citrus-flavored malt beverages that have recently flooded the market Jack Daniel’s Hard Cola is a cola beverage with the taste of Jack Daniel’s and a hint of vanilla. Brown-Forman turned to Michael Osborne Design (San Francisco CA) to design a label that would suit the unique new product. MOD designed the label for the amber long neck glass bottle on the equity of the Jack Daniel’s core line by adding touches of red as a cola cue and a simple strong “Hard Cola” product identifier. A neck label also bears the Jack Daniel’s logo. —ALR