I always get a little twinge of anxiety when I hear that classic brands are doing things like this. It's rare see something that looks an improvement on the classic that preceded it. I know there are always reasons within businesses that we on the outside don't get to know about. But mostly these refinements don't seem to serve any purpose other than vanity on the part of those currently in charge.
Also, it's worth remembering that what we consider to be classic designs tend to have always evolved over time (as the advert below illustrates, in the the case of Jack Daniels). So why should we stop evolving them now?
The problems come when the evolution starts to lose what we have come to know as the character of the brand. Part of what gave Jack Daniels its character was the overly wordy label, and the almost unnecessary level of detail. That style is a relic of another time compared to most modern brands and labels.
|Before the latest redesign|
|The new label|
And on a purely selfish level, the new design just looks just that little bit less interesting and characterful on the shelf.
Edited to ad: We quite like the new bottle shape (on the right, below), so it just goes to show, not all change is bad. Probably because it is more idiosyncratic and different to competitors than the old one , which in our opinion is a good thing. And of course, it is the exact opposite of smoothing-off.