The designs needed to evoke the flavour of each blend, in a progressive and pioneering manner that runs parallel to the brands values.
We went for a clean but striking look, with expressive graphics against a clean white background - a look that stands out from the typical offerings of whisky packs.
The creative was to blend two crafts together, just like Johnnie Walker whisky is about blending flavours, and my work is about blending paint, and mixing colors.
BOLD, ENERGETIC, VIBRANT, SPICY
Flavours:
• A sophisticated, smoky finish • Fruity sweetness, cinnamon and pepper • Hints of fresh apple, pear and zest from the elegant Speyside malts
BLACK, ENERGETIC, FIERY, WOODY
Flavours:
• Rich dried fruits from the European oak sherry casks • Hints of smooth creamy toffee • A sophisticated, smoky finish
DARK, INTENSE, SMOKY, OILY
Flavours:
• Signature peat smoke • Rich raisins and sultanas • Apples, pears and orange zest • Creamy vanilla and spice • Spicy oak tannins
RICH, LAYERED, DISTINCTIVE
Flavours:
• Grass and light garden fruits • Flowers with cedar wood notes • Sweet wood smoke and sandalwood • Rich fruit, sea salt and peat smoke
VIBRANT, LUXURIOUS, DEEP, CELEBRATORY
Flavours:
• A creaminess that evolves into deep honey tones • A long finish with lingering waves of fruit and wood
ELEGANT LUXURY, SOPHISTICATED, AGED
Flavours:
• A subtle hint of almond • Rich dried fruits with the hint of tangerine • Smooth creamy vanilla
A lot of effort was put into the development of artwork concepts and compositions. Composition was a key element that helped convey the characteristics of blends, create distinction between them and help market the labels respectively.
We made a bold move, to replace the original label, angled at 24 degrees* with a brushstroke, which is the central part of the paint composition. The challenge was to build 6 unique brushstroke compositions, while the central part remained pretty much consistent across all variants.
We wanted the movement of the brush itself to represent the key words associated with different blends, then develop the artworks based on that. Many different concepts were created.
*Historically, Johnnie Walker labels are tilted at 24 degrees to increase the amount of text that could be fit within a label.
Digital Artist à Warsaw (PL)
Graphiste, Directeur Artistique, Retoucheur (très) Créatif, Pawel est avant tout un faiseur d’images. Créatif génial issu de l'excellent studio Polonais Ars Thanéa, Pawel Nolbert développe, au fur et à mesure des années, un regard surréaliste décliné en séries. Sneaker Cube, Atypical, Constructed … sont autant de phases de distortion de la réalité, qui ont rythmé ses dernières années et fait explosé sa notoriété. Papier, Peinture, Photo, Graphisme, Voyage, Studio… Il n’y a aucune limite à l’expression de son imaginaire et c’est bien ça qui fait la différence.
Agences
Ars Thanea, Buck, Goodby Silverstein & Partners, Goodby, Silverstein & Partners
Marques
Polaroid, Grammy's, Nvidia, Cosentino - ECO, National Library, Chrysler, OFFF, Tiger, Google, Adobe, Squarespace, WIRED Magazine / Conde Nast, New Republic Magazine, Personal
