The Striding Man of Scotch whisky brand Johnnie Walker walks back to the past for the limited edition Vintage Design Pack Collection.
For this collection, the Red, Black, Double Black, and Gold Label Reserve variants of the Diageo-owned Scotch whisky label come in unique packaging design inspired by the ‘20s, ‘70s, ‘90s, and late 2010s, respectively.
The limited edition collection, Diageo said, is a celebration of the decades of art, fashion, and culture, during which “the iconic Scotch maker proves that it is a drink that never goes out of style.”
“Johnnie Walker has been doing a lot of progressive and modern things, the #JohnnieWeekend Series, the Johnnie Walker House, and the White Walker by Johnnie Walker bottle being just some of them,” shares Fatima Espineda, marketing manager for culture and advocacy of Diageo Philippines.
“But despite all that, Johnnie Walker has never lost sight of its heritage, and that’s why we chose to celebrate it with the Vintage Design Pack Collection.”
Johnnie Walker Red Label, aptly named the Pioneer Blend, draws inspiration from the roaring ‘20s, an era known for prolific oil painting. Taking cues from an era of opulence and strong attention to detail, the packaging delivers a work of art where the Striding Man dons a flashy red coat with ornate gold outfit accents.
The 1970s was a huge era of change and newness, as more expressive and adventurous choices in fashion, movies, and music were introduced to the market. Johnnie Walker chooses to pay tribute to this decade with Johnnie Walker Black Label’s pop culture-inspired design, featuring muted and subdued colors.
Meanwhile, Johnnie Walker Double Black stands in stark color contrast with the rest of the collection as it takes everyone back to the ‘90s: the TV and VHS era, and the climb towards the digital age. Showcasing modern technology in its earliest form, the Intense Blend’s package design features digital analog artifacts.
Symbolic of Johnnie Walker’s progressive spirit, the Scotch brand goes full circle with Johnnie Walker Gold Label Reserve’s minimalist look. Celebrating the present and the future, the 2019 packaging represents the modern aesthetic dominating the world today.
