Role: Senior Designer
Client: Johnnie Walker of Diageo in collaboration with Hunter Public Relations
Description:
Johnnie Walker launched Platinum Label, a new varietal in their iconic line of blended Scotch whiskies. Platinum Label, 18-years-aged, was inspired by a Walker family custom of crafting exclusive blends for private gatherings. In anticipation of the release Johnnie Walker & team sought to develop a creative mailer that would generate excitement and celebrate the new varietal.
As Senior Designer, I was tasked with conceptualizing and designing creative packaging that would present and capture the exclusive and full-flavored sophistication of the new blend.
The exterior of the mailer is a custom sourced ”platinum” attache case. The front face of the mailer displays a dark silver silk-screened Johnnie Walker icon derived from the logo. Minimalistic branding set a premium tone for the product, while leading intrigue for the interior contents.
The opening lid of the mailer introduced the product with a silk-screened custom-fitted plexiglass window. The branded glass was intricately etched with the brand’s criss-cross pattern to add dimension, texture, and interest.
Recipients of the mailer received a bottle of Platinum Blend, an exclusive invitation, unique informational piece, and a reusable flash-drive containing further information on the new label. All items were securely packaged within a custom created velvet mounted foam platform.
Introductory information regarding the contemporary new blend was silk-screened to a custom sourced “platinum” slab. Utilizing a metal slab for messaging emphasized the blend’s identity and provided a unique and more intriguing platform for messaging.
Additional details for the product were housed on a reusable “platinum” flash drive imprinted with the Platinum Blend logo, which also featured the iconic Johnnie Walker Striding Man.
The mailer also included a specialty print invitation, which offered recipients the exclusive opportunity of scheduling a private interview with a custom whiskey specialist during the Platinum Blend launch. The invitation was silk screened to matte cardstock, the back of which was subtly embossed with the brand’s criss-cross pattern. The piece was sleekly housed within a minimalist but cohesively branded envelope, and lifted through use of a small black ribbon.
