For Frequency Festival 2023, Jack Daniel’s set out to highlight their hip-hop character and create a brand space that would stand out — gritty, bold, and true to the spirit of the brand. Our mission: to design a setup that invited people to relax, have fun, and enjoy a classic Jack Daniel’s in the sun.
The Setup
We worked with two containers from Kurtl to shape the activation. One container hosted an iconic black Jack Daniel’s bar with a rooftop DJ booth to bring the beats and elevate the atmosphere. The second container served as the heart of the activation area — positioned close to the bar and equipped with branded beach chairs, standing tables, and parasols for a casual hangout vibe.
Urban Details
In front of a specially sprayed graffiti wall — created by a local artist just for Jack Daniel’s — we set up a chill zone with bean bags, a branded football table, and a giant Jenga game. The side doors of the second container were foiled to resemble brick walls, adding a raw, urban edge to the look. When opened, they became a backdrop for branding elements and helped define the space visually.
By Day and Night
As the sun set, the setup remained a focal point. A custom LED logo and strategically placed lighting elements made the space shine — ensuring Jack Daniel’s stayed front and center well into the night.
