Unleashing an icon of modern sustainable luxury
Johnnie Walker is a premium whisky giant, adored worldwide for its extraordinary depth. But in the face of falling Scotch sales, they needed to disrupt the trend, reinvigorate the brand, and break free of category constraints. We helped them take Blue Label to a new level across the entire brand experience, repositioning as a modern luxury icon to drive desire among a new generation of consumers.
project
Johnnie Walker Blue Label Rebrand
client
Diageo
Services
Consumer Insight & Trends
Brand Strategy
Brand Identity System
Packaging Design
Motion Design
Digital Design
3D Environment
Brand Film & Photography
Brand Campaigns
Brand Activation & Experience
Digital Experience
Collaboration
Limited Editions
COLLABORATORS
Intertia
Made to Move
At the heart of our strategic shift was the concept of ‘electrifying disruptive luxury’. The idea is central to the new brand system, flowing seamlessly across touchpoints with influences drawn from fashion, art, and contemporary luxury. Every asset was created to be digital-ready, with new levels of energy and interactivity. Constantly shifting motion captures the complex layers of the liquid, while a reinvigorated voice and sonic principles ensure distinctiveness in every channel.
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Invigorating an Icon
We infused contemporary edge into the classic Blue Label typography, retaining its authentic charm. The same treatment was applied to the monogram — refining and elevating in line with luxury fashion cues.
Fully formed
Fast-forward to today and Blue Label is booming. Johnnie Walker is selling more bottles than ever before in its 200-year history, with Blue playing a leading role—contributing a huge 31% increase in net sales.
Growth
34%+
34%+ net sales, #1 fastest growing luxury whiskey in the world.
Standout
No.1
No. 1 most successful year in the brand’s history, Pentawards Silver Award, 2022.
Fandom
21M+
21 million+ cases sold globally LTO sold out during presale, resold at auction for double RRP.
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