Johnnie Walker Design & Branding VIP BAR by Porsche Design


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Industry Whiskey
Media Design & Branding
Market Austria
Agency Porsche Design
Released November 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: DIAGEO
Design Director: Christian Schwamkrug (Porsche Design)
Media placement: Bar - Exclusive Shopping Malls - 01.November.2011

Describe the brief from the client
The main issue in the design brief was to create something of beauty and rarity that communicates the exclusivity of the product. It should be something completely new and never seen before in that way - especially the mechanism and the high quality of handcrafts.

Describe the challenges and key objectives
The main challenge was the mechanism. How was it possible to make the cabinet look like a simple bottle packing and once it opened to be a complete bar with drinks, glasses and ice?
Luckily, we had great support from professional handcrafts in Germany, and with their help, we could face this challenge.
Once the function was determined, the design became obvious.

Describe how you arrived at the final design
We had some points in design that had to be fulfilled, which are natural when designing packaging.
It was good teamwork in cooperation with our customer, our studio and the artisans.

Give some indication of how successful the outcome was in the market
The launches in different markets were extremely successful. The design and the ‘Wow effect’ when the bar opened gave us great feedback. The exclusive design and the number of produced pieces make the VIP bar desirable.