The brief was a re-branding project with 2 goals. Firstly, to reinforce Johnnie Walker Blue Label's authenticity, rarity and preciousness in key markets. The design needed to reflect the rare craft and Walker's supreme blending experience. Secondly, to facilitate a change in perception of how premium the brand is, to enable it to continue to win against the many brands that compete with it.

Our solution encompassed structural and graphic design. The original bottle was re-designed to uniquely frame the liquid, a concept that required a technical breakthrough. The brand was given more presence on shelf and more authority in the hand. The glass was refined and the brand's graphics were evolved to reinforce Blue Label's quality and reiterate its position as a premium drink.

Johnnie Walker Blue was launched in July 2011 in New Delhi, India, retailing at £130 per bottle (subject to import duties). Sales have been reported as strong but no precise figures are yet available.