Johnnie Walker Keeps Exploring

The Explorers' Club collection is a line of new Johnnie Walker whiskys that are only available in travel retail stores. The family of products is broken into 3 levels and price points, to appeal to various kinds of travelers' needs.

The 1st tier - The Spice Road - was launched first, and the 2nd & 3rd tiers - The Gold Route & The Royal Route - both followed a year later. Completing the limited edition range of Explorers' Club Offerings. 
The concept for the Collection is inspired by the early travels of Johnnie Walker agents delivering their whiskys all over the world. Each release is based on a different travel destination, and the historic trade route that lead to each. The design uses pattern and color for differentiate between each. All tied together with gold finished crafted details, and also the Walking Man Globe symbol - a variation on the Johnnie Walker Man, as a symbol for this travel specific range of JW offerings.

One of the best parts of this project was choosing all of the premium materials and working closely with international luxury packaging makers to bring this collection to life. Each box was distinctly different, but united by subtle details. 

We also were excited to be able to help on a collection pack of mini sample-size offerings, for people to be able to taste all three whiskys. The design of this pack features the pattern of the most premium tier of the Collection in a beautiful all gold on gold effect - being that the gold details are what tie together all three whiskys' full sized packaging.

agency: Force Majeure, New York, NY
client: Diageo
responsibility: Design, Art Direction
creative director: Lorena Seminario
art director: Ann Chen, Harry Chong
contributing designers: Alex Boulware
All images courtesy Force Majeure
Collection Pack image from of Whiskey Intelligence

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