JOHNNIE WALKER BLUE LABEL by SEDLEY PLACE for Johnnie Walker

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JOHNNIE WALKER BLUE LABEL

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Industry Whiskey
Media Design & Branding, Case study
Market United Kingdom
Agency SEDLEY PLACE
Creative Director Gerry Barney
Released June 2012

Awards

Cannes Lions 2012
Design Lions iii. Premium Brand Bronze

Credits & Description

Type of entry: Packaging Design
Category: iii. Premium Brand
Advertiser: DIAGEO
Product/Service: JOHNNIE WALKER BLUE LABEL
Agency: SEDLEY PLACE London, UNITED KINGDOM
Advertiser DIAGEO
Product JOHNNIE WALKER BLUE LABEL
Entrant SEDLEY PLACE London, UNITED KINGDOM
Type of Entry: Packaging Design
Category: iii. Premium Brand
Title: JOHNNIE WALKER BLUE LABEL
Advertiser/Client: DIAGEO
Product/Service: JOHNNIE WALKER BLUE LABEL
Entrant Company: SEDLEY PLACE London, UNITED KINGDOM
DM/Advertising Agency: SEDLEY PLACE London, UNITED KINGDOM

Diageo Global Design Director: Jeremy Lindley (Diageo)
Managing Director: Mick Nash (Sedley Place)
Creative Director: Gerry Barney (Sedley Place)
Design Director: Jason Barney (Sedley Place)
Global Reserve Marketing Manager: William Peacock (Diageo)
Marketing Manager/Johnnie Walker Europe: Julie Branham (Diageo)
Project Manager/Brand Services: Mick Milloy (Diageo)

Brief Explanation
The heart of the challenge was to reflect such an auspicious heritage and communicate a dynamic, premium and progressive future.

Describe the brief from the client
The brief was a re-branding project with 2 goals. Firstly, to reinforce Johnnie Walker Blue Label's authenticity, rarity and preciousness in key markets. The design needed to reflect the rare craft and Walker's supreme blending experience. Secondly, to facilitate a change in perception of how premium the brand is, to enable it to continue to win against the many brands that compete with it.




Describe the creative solution to the brief/objective.



Our solution encompassed structural and graphic design. The original bottle was re-designed to uniquely frame the liquid, a concept that required a technical breakthrough. The brand was given more presence on shelf and more authority in the hand. The glass was refined and the brand's graphics were evolved to reinforce Blue Label's quality and reiterate its position as a premium drink.




Describe the results in as much detail as possible.



Johnnie Walker Blue was launched in July 2011 in New Delhi, India, retailing at £130 per bottle (subject to import duties). Sales have been reported as strong but no precise figures are yet available.