Johnnie Walker Design & Branding JOHNNIE WALKER DIRECTOR’S BLEND by Raison Pure Paris, Raison Pure Usa

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Industry Whiskey
Media Design & Branding
Market United States
Agency Raison Pure Paris
Creative Director Laurent Hainaut
Agency Raison Pure Usa
Released June 2012

Credits & Description

Category: Special Editions & Promotional Packaging
Advertiser: DIAGEO
Product/Service: JOHNNIE WALKER
Creative Director/President: Laurent Hainaut (Raison Pure International)
Senior Designer: Michelle Mak (Raison Pure International)
Senior Designer: Kristin Kohlmyer (Raison Pure International)
Production Manager: Linda Tseng (Raison Pure International)
Media placement: Bottle - Internal Diageo Piece For All The Directors In The Company - November 2011

Describe the brief from the client
Johnnie Walker Director’s Blend is a very limited edition whisky created each year by the Johnnie Walker Master Blender, Jim Beverage. This limited edition is given to all the Diageo Directors as a token of appreciation for a job well done. We were invited to design the 2011 bottle, based on the flavour profile of the liquid: unusual casks and blends, rarity and hidden gems.

Describe the challenges and key objectives
We focused on finding the best way to highlight the liquid and let it shine as the true hero, while providing a truly authentic and luxurious experience.

Describe how you arrived at the final design
The design enhances the whisky and the beautiful amber colour catches the light and refracts it like a jewel.
We used a screen-printing technique on the label’s graphics and the JW monogram on the back to create a subtle tone-on-tone effect, the goal being to let the product shine.

Give some indication of how successful the outcome was in the market
The Directors' Blend is distributed only to the internal Diageo directors’ team, which is then shared with friends and co-workers as gifts.