We were surprised and excited when we realised Johnnie Walker had never done a classic ‘high-low’ collaboration before. We loved the idea of a ‘Luxe meets Street’ collaborative approach and, luckily, the client did too.
The man we wanted to help us was LA-based Tristan Eaton, one of the world’s most progressive street artists. Tristan’s endeavours in taking art to troubled or impoverished neighbourhoods, in an effort to bring positivity and hope to those who live there, chime perfectly with Johnnie Walker’s wider brand purpose of championing human progress.
He proved to be a perfect choice. Tristan applied his magic touch to a beautiful, playful and iconic gift packs that further embellished the brand’s wider ‘Keep Walking’ story of progress.
The result? The brand’s most daring limited-edition gift packs to date.
Tristan Eaton is one of the most progressive emerging street artists in the world. As CNN quoted: “Tristan Eaton is an agent of change with a unique vision”. His endeavours in taking his art to troubled or impoverished neighbourhoods in an effort to bring art, positivity and hope to those who live there, chime with Johnnie Walker's wider brand purpose of celebrating human progress.
“There are a lot of similarities between what I do as an artist and what the Johnnie Walker blenders do. Enjoying whisky should be an experience for all the senses. These limited edition gift packs are perfect for people with a keen interest in art and whisky. They are celebratory and fun, but I hope there’s something there for hard-core whisky connoisseurs about how we took the flavour and represented it visually.”Tristan Eaton - Street artist
Blue Label, our super-deluxe release, is the pinnacle of the packaging series: an outer carry bag houses a luxurious inner box containing a limited edition 75cl bottle of Johnnie Walker Blue Label and a smaller tester bottle carrying Tristan’s Blue Label artwork. The inner box is adorned with a specialised paper, embossed and clear foiled to create a more luxurious finish, with highlights of Tiffany hot foil. And the mini bottle has collectors and connoisseurs alike wanting to add this to their collection. Tristan painted his original Blue Label artwork onto a 3x3 canvas to reflect the complexity of the whisky.
For the deluxe range, Green, Gold and JW18, a bold abstract crop of the artwork is hidden on the inside of the pack. This carried on through the top and bottom of the outer carton, contrasting beautifully with the crisp white outer. Creating an undoubtedly stand-out on shelf piece.
To complete the portfolio, a highly collectible ‘spray can’ pack was created for both Red Label and Black Label. A witty and unexpected image of the street artists’ weapon of choice – the spray can.
“These limited edition Johnnie Walker whiskey packs are gorgeous.”The Dieline - The world’s most visited packaging design website
To complete the circle, Tristan Eaton travelled to Bulgaria to create a giant wall mural. In line with the brand’s 'Keep Walking' mantra, the focal point of Tristan’s mural was the Statue of Sveta Sofia - a statue known to represent power, wisdom and change, in the spot once occupied by the statue of Lenin during the communist era. Bringing his art to a region that wouldn’t normally get access to this type of world-class art.