The limited edition's aim was to enhance Johnnie Walker's status in a relatively undeveloped market and promote it as the ultimate symbol of masculine progress. The packaging would need to tell the heritage story, in light of the relative dearth of brand-knowledge in Russia. The design also needed to compensate for Russia’s alcohol advertising ban. To do this it would need to behave like an emotive communications medium. Ultimately, it was hoped that the packaging would help transform Johnnie Walker’s target in Russia from passive consumers to involved advocates.

We explored different ways of celebrating Johnnie Walker's heritage that would provoke thought. We decided to focus on the Striding Man icon, as a unique way in to the brand's broader history. Each of our three wraps depicts and describes a different phase in his history, from 1902 to the present day, showing how he earned his status as a symbol of progress. The wraps need to be seen together to fully appreciate the story, enhancing their collectability. The leather cases that hold the bottles were inspired by gentleman's tailoring, a nod to the brand's masculine sophistication.

As the limited editions were only recently released, sales data is still pending.