I had the opportunity to create new designs for Johnnie Walker Blue Label, a brand owned by Diageo.
The task was to update the Value-Added-Packaging by delivering design & material innovations.
Given only one week, the designs had to be created at rapid pace.
The previous packaging.
The Blue Label POS experience.
The first design is made from paper covered honeycomb cardboard. The angular Johnnie Walker front motif leads the user to a secured latch on the side. The honeycomb allows for luxuriously thick walls, whilst simultaneously saving weight.
And best of all: Together with the MFP insert, the whole packaging becomes paper recyclable.
A fine moulded pulp insert securely holds bottle and glasses. Its 3D rock like structure provides extra rigidity and a natural appearance.
Honeycomb board: It's the bee's knees. 🐝
Maintaining the recyclable carton materiality, this design creates a large visual stage for the product to shine - creating opportunity for large multi-layered print.
Once opened, bottle and glasses stand as freely as possible, yet are securely "hugged" by the packaging when closed.
A simple yet effective locking mechanism to the side secures the contents — and with insides worth protecting, surely they must be excellent!
1.1 Regular VAP
1.2 Bottle only
The unlocking mechanism is comprised of three cardboard layers that slide along a cutout:
This design combines a protective sleeve with a thermoformed rPET carry case.
The durable material has soft felt-like look & feel, which elevates the overall presentation by turning the packaging into a luxury take-along accessory.
Design 3 was a group effort:
Idea, Concept, Render: Philipp Schönfisch
3D modeling: Benjamin Holch
Sleeve Design: Simon-Pascal Riesterer
By making the insert removable through a pull tab at the bottom of the bottle's cavity, the carry case becomes suitable for 'second life' use, with it now being flexibly fillable:
thoughts
Whilst I'd still opt for a wee dram of Lagavulin, creating designs for one of the most recognizable scotch whiskey's proved an exciting opportunity to provide many people with a special experience.