Johnnie Walker Design & Branding JOHN WALKER & SONS DIAMOND JUBILEE by Raison Pure Usa

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Industry Whiskey
Media Design & Branding
Market United States
Agency Raison Pure Usa
Creative Director Lorena Seminario
Designer Marco Leone, Alex Boulware
Released June 2012

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: DIAGEO
Product/Service: JOHN WALKER & SONS
Creative Director/President: Laurent Hainaut (Raison Pure International)
Creative Director: Lorena Seminario (Raison Pure International)
Designer: Marco Leone (Raison Pure International)
Design Director: Harry Chong (Raison Pure International)
Designer: Alex Boulware (Raison Pure International)
Project Coordinator: Alison Boyd (Raison Pure International)
Media placement: Crystal Decanter And Glasses - NA - 06/02/2012
Media placement: Silver Stopper And Key - NA - 06/02/2012
Media placement: Oak Cabinet - NA - 06/02/2012
Media placement: Hand-Bound Booklet - NA - 06/02/2012

Describe the brief from the client
The Diamond Jubilee of Queen Elizabeth II is the first since that of Queen Victoria and only the second Diamond Jubilee ever celebrated. John Walker & Sons Diamond Jubilee is the finest expression of gratitude, respect and pride for Queen Elizabeth’s 60 years of enlightened leadership. To mark the occasion as a royal warrant holder, Johnnie Walker asked us to become the creative force and Art Director for this programme: for all the design and creative aspects of the project.

Describe the challenges and key objectives
One challenge was to create a totem to the Queen’s achievement that elevates the spirit and celebrates the best of British craftsmanship; an iconic piece that will translates perfectly the 60 years of her reign. The second one was to coordinate flawlessly the work of all the artisans, ensuring the quality of the work and consistency of the design.

Describe how you arrived at the final design
John Walker & Sons Diamond Jubilee is a showcase of optimism, achievement and great collaboration between the client, the agency and the craftsmen. It features a diamond shaped decanter standing on 6 pillars representing each decade of the Queen’s reign, as well as 60 facets reflecting the diversity and dynamism of the Commonwealth. The radiance of the decanter reflects Her Majesty as the royal guiding light and marks the forward-looking foundation of Johnnie Walker. The experience includes 2 hand-engraved crystal glasses, a hand-bound personalised booklet chronicling the detailed craftsmanship with an authentication certificate, all housed within a custom oak cabinet.

Give some indication of how successful the outcome was in the market
Only 60 numbered bottles of the precious 1952 liquid (the year of the Queen’s coronation) were produced. The first of which was presented to Queen Elizabeth II herself on the anniversary of her Diamond Jubilee. 2 bottles will remain on permanent display, while the remaining 57 bottles will be sold privately through the John Walker & Sons’ house. The Diamond Jubilee profits will go to fund the Queen’s charity, QEST, which supports craft education.