Off the record, on every surface.

Off The Record is Jack Daniel's music series: guest DJs, hype talent and the whiskey at the centre of the room. For its night at Thrones Lounge, Double Barrel Beverages brought Kash Arts in to design the whole campaign, and it had three jobs: announce the line-up, sell tables by the bottle, and make the venue feel like a Jack Daniel's room the moment you walk in, all inside one of the most recognisable brand books in the world.

Two devices carry the whole series: the neon outline of the Old No.7 bottle and the vinyl record that becomes the "O" in RECORD. Talent is shot in monochrome so the orange glow does the work, and the wordmark sits inside the bottle, so every reveal reads as the next track on the same record.

Then the record leaves the feed and plays on the venue. The table tent turns the bottle menu into notched ticket stubs, three price tiers with the bottle as hero. The banner carries Jack's own lines across the room, and the L-flag stands the wordmark up at the door. Partner lockups up top, the responsibility strip at the base, on every piece.