J&B has a long history of challenging whisky convention. The brief was to create the next chapter in its story: a honey variant to tempt young whisky rejecters.
Inspired by the creative idea, The Urban Hive, we transformed the iconic yellow label into a bright honeycomb cityscape against which the J&’Bee’ marque is set. We then used celebrated illustrator Si Scott to hand draw our bee. His distinctive style combines flowing linework with precise detailing. Bold and surprising, it’s J&B’s bravest move to date.