top of page
Johnnie Walker Chinese New Year packaging
Studio: SHtype
Role
Understand project goal
Fei Huang / graphic design
Jianfeng Pan / art direction
Responsibility
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.
Turning big ideas into practical designs. Mainly working on concept definition, exploration, and photo manipulation.
Project goal
The client looks for a design that clearly reflects Chinese culture and delivers a brilliant atmosphere that transcends time and tastes.
Solutions
Incorporate Chinese calligraphy into the packaging. The iconic walking man trademark is recreated with 4 Chinese characters – which are a precise translation of the JW brand's motto: keep walking.
Solution - incorporate Chinese calligraphy into the mark
Calligraphy explorations to keep the form minimal but legible.
Trademark
Our concept
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
SHtype
CLIENT / PROJECT
Shanghai Academy of Development and Reform / low carbon conference identity system design
ROLE
Senior Designer
RESPONSIBILITY
Work on concept definition and exploration. Also design conference materials.
bottom of page