Johnnie Walker: Blue Label

Johnnie Walker, a brand of Scotch whisky, increased sales of its Blue Label product by creating a design for its packaging and communications that used bespoke art pieces that captured the undiscovered sides of local cities.

Executive Summary

The rare discoveries series is a design system that enabled 12 market-specific limited edition gift packs for the luxury whisky Johnnie Walker Blue Label.

The gifting season is a key selling period for Johnnie Walker Blue Label, with limited edition gift packs playing a key role in generating sales.

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