JOHNNIE WALKER PLATINUM by Raison Pure Usa for Johnnie Walker

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JOHNNIE WALKER PLATINUM

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Industry Whiskey
Media Design & Branding
Market United States
Agency Raison Pure Usa
Art Director Borah Ahn
Released October 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: DIAGEO
Product/Service: JOHNNIE WALKER
Agency: RAISON PURE
Creative Director/President: Laurent Hainaut (Raison Pure International)
Senior Designer: Kristin Kohlmyer (Raison Pure International)
Art Director: Borah Ahn (Raison Pure International)
Production Manager: Linda Tseng (Raison Pure International)
Media placement: Bottle - Asia - October 2011

Describe the brief from the client
Johnnie Walker came to us to create a new variant within the large and beautiful portfolio of Johnnie Walker whiskies.
We were tasked to review the Johnnie Walker 18 year-old design strategy, bottle and secondary packaging in order to maximise the iconic status of the variant.

Describe the challenges and key objectives
This new variant would need to ladder up to their top tier, express the elegance of the offering, and feature the iconic Johnnie Walker semiotics. Our challenge was to develop a design that will perfectly embody the Johnnie Walker values, fitting seamlessly into the existing portfolio and creating a place of its own.

Describe how you arrived at the final design
The new Platinum variant expresses the strength and elegance of the blend and references the heritage of the private family blend. The angular bottle lends height and prestige to the new variant (while the secondary packaging represents the protective quality of a vault). The final result encapsulates a great collaboration between us and Diageo, with an overall offering that reflects the iconic status of Johnnie Walker in a new and modern way.

Give some indication of how successful the outcome was in the market
The current run, launched in Asia, has received great reviews.