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Johnnie Walker Chinese New Year packaging

STUDIO

TEAM / ROLE

RESPONSIBILITY

Turning big ideas into practical designs. Mainly working on concept definition, exploration and photo manipulation.

Jian Feng Pan / Director

Fei Huang / Senior designer

Understand project goal

The client looks for a design that clearly reflects Chinese cultural and delivers a brilliant atmosphere that transcends time and tastes.

Get the idea settled

We settled on the idea of incorporating Chinese calligraphy into the packaging. The iconic walking man trademark is recreated with 4 Chinese characters – which are a precise translation of JW brand's motto: keep walking.

Trademark

Our concept

Simple is good

Make plenty of reconfiguration to keep the form of the calligraphy minimal but legible.

Exploration 

1

2

3 (Final)

Color study

Once the form of the trademark is defined, we started to explore color combinations. Neo colors are applied to calligraphy to give a modern look and feel. We choose a black background to highlight the Neo colors,  emphasizing a classic and timeless atmosphere.

Exploration 

1

2

3 (Final)

Add some excitement!

Collaborate with a multimedia studio and make the design come to life!

Other selected works

AGENCY

J. Walter Thompson Shanghai

CLIENT / PROJECT

LUX / branding campaign​

ROLE

Art Director 

RESPONSIBILITY

Work on visual concepts, layout and typography. Supervise photo shoot. Review retouch work and provide feedback. 

Yeah, this Ad is over a decade old :)

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