Jameson Irish Whiskey needed to communicate its global branding strategy, company philosophy, and brand values to employees and stakeholders worldwide.

In collaboration with TBWA Chiat Day, a booklet shaped in Jameson’s small flask is created. Easy to put away, but also easy to carry Jameson’s values close to your heart.

Sine Metu. It means “without fear” and hangs proudly on Jameson’s crest. It’s a code John Jameson lived by. A code he embodied.

Today, with the help of the flask, that same spirit continues to grow and live on in the Jameson Family, the employees, the stakeholders, their cooper, their blender and the many dedicated individuals at their distillery.

Sine Metu. It’s from their family. It’s on their bottle. It’s on their hearts.