Johnnie Walker Limited Edition Packaging by Ofen Hu

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DESIGN DETAILS
DESIGN NAME:
Johnnie Walker Limited Edition

PRIMARY FUNCTION:
Packaging

INSPIRATION:
"EMOTIONS COME FROM BLUE" comes from the Chinese idiom “blue is extracted from the indigo plant, but is bluer than it”. By creating through such themes, and adopting the culture of Mid-Autumn Festival, the designer temps to reflect how the people are becoming better and better by generation. The scene of the moonlight flattering some orchids in a courtyard is observed by looking through the gaps of the wooden windows that are traditionally built in Chinese courtyards. This helps presenting an intriguing experience of the traditional Chinese festival.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This is a Johnnie Walker Blue Label 2021 Mid-Autumn Festival Limited Edition gift. The Mid-Autumn Festival is an important festival for family reunion in China. The key words are home, reunion and emotion. Slogan is "EMOTIONS COME FROM BLUE". The design inspiration comes from the door and window in traditional Chinese architecture. The outer packaging design adopts double-door opening box, when the door is opened, you can see the home directly, expressing reunion and emotion. When the lid opened, the picture of orchids blooming in the courtyard is also similar to the "Chinese Pingfeng".

OPERATION / FLOW / INTERACTION:
The package is opened to the left and right. There is a magnet button in the middle, which lets the package open after it is unbuttoned. Expanding the outer package reveals the inner bottle design.

PROJECT DURATION AND LOCATION:
Started on March 17, 2021, completed in Shenzhen on April 30, 2021, entered the market in October 2021

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
The packaging uses gilding and excitation techniques, as well as laser cutout technology to handle the visual senses of the packaging. Sandblasting technology was used on the bottle

SPECIFICATIONS / TECHNICAL PROPERTIES:
Length 15cm width 11.5cm height 36cm

TAGS:
Whisky, Packaging, Packaging Design, JOHNNIE WALKER BLUE Lab, Mid-Autumn Festival, China, Art, Painting

RESEARCH ABSTRACT:
In the packaging design, traditional Chinese wooden windows are used as the main vision of the outer packaging. Orchids, butterflies and Chinese auspicious clouds are the main depicting objects. Towering pavilions are built near the moon. The designer wishes to combine the auspicious cloud patterns with the lines of cake rolls, providing an unique visual experience. Blue is the brand symbol of JOHNNIE WALKER. Blue and orchids have the same pronunciation in Chinese, and are equated in the depiction. Orchids also symbolize “gentlemen” in Chinese culture since The Book of Songs is created.

CHALLENGE:
The most difficult parts of this packaging design are the size of the windows and the hardness of the paper, which needs to be aesthetic while taking supporting and protecting function that is critical during shipping into account. During the design process, the design of the windows was repeatedly adjusted and packaging production attempts were made.

ADDED DATE:
2022-03-06 09:01:13

TEAM MEMBERS (4) :
Designer: Ofen Hu, Illustrator: Chushan Chan, Curator: Aha Chan and

IMAGE CREDITS:
Image:Diageo Foreign Wine Trading (Shanghai) Co., Ltd

Visit the following page to learn more: https://www.instagram.com/p/CawilyboVzR/
CLIENT/STUDIO/BRAND DETAILS
NAME:
Diageo Foreign Wine Trading (Shanghai) Co., Ltd

PROFILE:
Diageo, a multinational company: Diageo is the world's leading liquor group. The company brings together a series of top alcoholic beverages such as spirits, wines and beers, and famous brands include the world's first Scotch whisky Johnnie Walker, the world's first vodka Smithoff (Smino), the world's first dark beer Guinness (Guinness), the world's first liqueur Baileys (Baileys) and so on. Headquartered in London, Diageo operates in more than 180 countries and is listed on the London Stock Exchange and the New York Stock Exchange. The company has more than 22,000 excellent employees in more than 80 countries around the world and has 99 production sites around the world

NOMINATION DETAILS

Johnnie Walker Limited Edition Packaging by Ofen Hu is a Nominee in Packaging Design Category.

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AWARD DETAILS

Johnnie Walker Limited Edition Packaging by Ofen Hu is Winner in Packaging Design Category, 2021 - 2022.



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