Johnnie Walker x Pawel Nolbert
Limited Artist Edition
Johnnie Walker x Pawel Nolbert
Limited Artist Edition
I was approached by Diageo / LOVE to create a Limited Artist Edition of Johnnie Walker whisky,
which is number 1 Scotch whisky in the World.
The goal was to create 6 artworks to be applied across the range of Johnnie Walker variants:
Red Label, Black Label, Double Black Label, Gold Label, Green Label and Platinum Label.
The result of the collaboration is a selection of limited edition gift packs released globally.
I was approached by Diageo / LOVE to create a Limited Artist Edition of Johnnie Walker whisky,
which is number 1 Scotch whisky in the World.
The goal was to create 6 artworks to be applied across the range of Johnnie Walker variants:
Red Label, Black Label, Double Black Label, Gold Label, Green Label and Platinum Label.
The result of the collaboration is a selection of limited edition gift packs released globally.
Visuals
The designs needed to evoke the flavour of each blend, in a progressive and pioneering manner that runs parallel to the brands values.
We went for a clean but striking look, with expressive graphics against a clean white background - a look that stands out from the typical offerings of whisky packs.
The creative was to blend two crafts together, just like Johnnie Walker whisky is about blending flavours, and my work is about blending paint, and mixing colors.
Visuals
The designs needed to evoke the flavour of each blend, in a progressive and pioneering manner that runs parallel to the brand's values.
We went for a clean but striking look, with expressive graphics against a clean white background - a look that stands out from the typical offerings of whisky packs.
The creative was to blend two crafts together, just like Johnnie Walker whisky is about blending flavours, and my work is about blending paint, and mixing colors.
The artworks were meant to show diversity of the whole line and illustrate the progression and refinement, as we go throughout the labels and their price points - going from Red Label, and up to the more premium Platinum Label.
6 different master visuals were created, and other complimentary graphic assets, to be used on exclusive packaging and in marketing materials.
The artworks were meant to show diversity of the whole line and illustrate the progression and refinement, as we go throughout the labels and their price points - going from Red Label, and up to the more premium Platinum Label.
6 different master visuals were created, and other complimentary graphic assets, to be used on exclusive packaging and in marketing materials.
Red Label
BOLD, ENERGETIC, VIBRANT, SPICY
Red Label
BOLD, ENERGETIC, VIBRANT, SPICY
Flavours:
• A sophisticated, smoky finish
• Fruity sweetness, cinnamon and pepper
• Hints of fresh apple, pear and zest from the Speyside malts
Black Label
BLACK, ENERGETIC, FIERY, WOODY
Black Label
BLACK, ENERGETIC, FIERY, WOODY
Flavours:
• Rich dried fruits from the European oak sherry casks
• Hints of smooth creamy toffee
• A sophisticated, smoky finish
Double Black Label
DARK, INTENSE, SMOKY, OILY
Double Black Label
DARK, INTENSE, SMOKY, OILY
Flavours:
• Signature peat smoke
• Rich raisins and sultanas
• Apples, pears and orange zest
• Creamy vanilla and spice
• Spicy oak tannins and lingering smoke
Green Label
RICH, LAYERED, DISTINCTIVE
Green Label
RICH, LAYERED, DISTINCTIVE
Flavours:
• Cut grass and light garden fruits
• flowers with cedar wood notes
• Sweet wood smoke and sandalwood
• Rich fruit, drying sea salt and peat smoke
Gold Label
VIBRANT, LUXURIOUS, DEEP, CELEBRATORY
Gold Label
VIBRANT, LUXURIOUS, DEEP, CELEBRATORY
Flavours:
• Creaminess that evolves into deep honey tones
• A long finish with lingering waves of fruit and wood
Platinum Label
ELEGANT LUXURY, SOPHISTICATED, AGED
Platinum Label
ELEGANT LUXURY, SOPHISTICATED, AGED
Flavours:
• A subtle hint of almond
• Rich dried fruits with the hint of tangerine
• Smooth creamy vanilla
A lot of effort was put into the development of artwork concepts and compositions. Composition and brush movement were a key element that helped convey the characteristics of blends, create distinction between them/
and help market the labels respectively. Many different concepts were created.
A lot of effort was put into the development
of artwork concepts and compositions. Composition and brush movement were a key element that helped convey the characteristics of blends, create distinction between them/
and help market the labels respectively. Many different concepts were created.
Artist: Pawel Nolbert
Diageo
Global Brand Manager: Nicolas Paul
Brand Team: Julie Maclure
Master Blender: Jim Beveridge
Artist: Pawel Nolbert
Diageo
Global Brand Manager: Nicolas Paul
Brand Team: Julie Maclure
Master Blender: Jim Beveridge
LOVE
Creative Director: Chris Myers
Packaging Creative Director: Sam Wilkes
Designer: Tom Nicklin
Senior Account Manager: Tom Cleary
Senior Account Executive: Jess Davey
LOVE
Creative Director: Chris Myers
Packaging Creative Director: Sam Wilkes
Designer: Tom Nicklin
Senior Account Manager: Tom Cleary
Senior Account Executive: Jess Davey
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