A global brand refresh that repositions JW in the minds of a new generation of drinkers.
Branding, art direction, advertising, motion graphics, social, packaging, innovation
As scotch’s flag bearer, Johnnie Walker was weighed down by the smoking jacket and leather armchair clichés. The brand needed a refresh that repositioned it in the minds of a new generation of drinkers, swapping rational persuasion, for a visceral connection. Like our liquid, we needed to hit the gut.
The Johnnie Walker Metaphor series captures the visceral experience of Johnnie Walker. This isn’t about literal tasting notes, rather communicating the feeling of the drink. A cactus flower represents the spiky feel of Johnnie Walker Red hitting your tongue. Or mesmerising jellyfish convey the smooth build of Johnnie Walker Blue. It’s about the abstract. It’s about mystique and intrigue. It’s about tapping into the sensory experience of each variant with a visual that will stop our audience in their tracks and look unabashedly different.
Less explanation, more feeling. Less literal, more emotional. Less stagnant, more dynamic. The Metaphor Series gives Johnnie back its heartbeat. Scotch is dead. Long Live Scotch.
Design Director / Behrad Taherparvar
Strategy Director / Ant Harris
Art Director/Designer / Rhiannon Brackpool