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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
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