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Jack Daniel’s The Metal Eye Test
Back to WORKS
Jack Daniel’s The Metal Eye Test
How Jack proved
he speaks the language
of metal
How Jack proved
he speaks the language
of metal
he speaks the language
of metal How Jack proved
he speaks the language
of metal
2024
Design and Production, Creative strategy, Web Development
Jack Daniel's
BG Web Awards 2024, Category: Online Games: Gold
D&AD Awards 2025, Category: Type Design & Lettering, Lettering: Wood Pencil
FARA 2025, Category: Craft, Typography: Gold
Jack Daniel’s has always been connected to metal and hard rock culture. In 2024, the brand was set to sponsor some of the major metal festivals in Bulgaria. And we wanted to connect with the audience in an authentic way.
It is well known that metal bands often have logos that are almost impossible to decipher.
We collaborated with an underground metal artist to create logos for fictional bands, inspired by the history and mythology of Jack Daniel’s.
We put true fans to the Metal Eye Test at some of the biggest rock events in Bulgaria. They had to guess the names of the fictional bands, and after each answer, they learned more about the history of Jack Daniel's.
The game was also available to all fans online in the form of a microsite.
Participants received Jack Daniel’s-themed prizes tied to metal culture, such as T-shirts and patches.
This way, a brand already embraced by the heavy music scene proved it speaks the language of metal fluently.
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