Johnnie Walker is a whisky that is big on flavour and has the personality to match. The client, quite rightly, wanted to create a design for their global gifting range that ensured that Johnnie didn’t just walk into the room – he kicked the door down.
Still life photographer Marcel Christ was commissioned to create a set of images that were anything but still. Johnnie struts purposefully around the beautifully embossed presentation tin, atop a collection of evocative, explosive images, expressing the boldness of the whisky’s flavours. What we particularly loved about this project was the collaboration with Marcel. There is something unique about his approach that really captured our imagination. It created something very emotional, something that the industry hadn’t seen or experienced before, something that connected with people.
This idea of collaboration with artists is very much part of the client’s brand strategy and affirms their place as the progressive, innovative and for fear of overstating it, peoples’ whisky brand. We are currently working on the next imagining and without giving too much away we feel it reflects very well Johnnie’s character.
We are big believers in the quantifiable impact of strong, considered design so were pleased that this re-design prompted increased orders by market of 47% on the previous year. It also maintained production costs and had greater recyclability, making it Johnnie Walker’s most effective gifting offering to date.