The story of how Shotopop & Love Creative took Johnnie Walker to the moon.

 

THE WALKERS:

SHOTOPOP: Thinkers of things and makers of pretty

LOVE CREATIVE: The swanky agency based in London & Manchester

JOHNNIE WALKER: Makes lovely, lovely liquid, as you well know…

A BIT MORE DETAIL

The Chinese Mid-Autumn festival, also known as the Moon Festival, is a time for celebration, festivities and gift giving in China. We were tasked by Love to visualise the age old tale of Wu Gang, the Jade Rabbit and the immortal tree on the moon, Johnnie Walker -style. Tell it colourful and tell it bold.

 

AS LEGEND HAS IT

In Chinese folklore, there is a story about a giant immortal tree that grows on the moon. Wu Gang tries to chop it down but it always just grows back On the moon, the Striding Man climbed the immortal tree. As he ascended, he realised tha t it was taller than the universe itself. He found its branches heavy with infinite blossoms of gigantic fruit. When he bit into the tree’s treasure, he tasted the intense flavours of Johnnie Walker Black Label: smoky peat, deep chocolate, sweet vanilla, rich fig and zesty orange. When the Striding Man reached the top of the tree, he understood that just like the immortal tree never stops growing, his own journey knows no end. Wherever he adventures, his message to us all will always be the same: Keep Walking.

 

 

THE TO-DO LIST

Make the packaging more festive.

Make the bottle more festive.

Develop a Key Visual.

That is festive.

 

STYLE

This modern Shanghai version of an ancient tale needed to look the part, and we went through a few tests before settling on the right style that would pop in the crowd, embody the spirit of the festivities and retain the essence and style of Johnnie Walker.

Here’s our original style test (too classical) , as well as 3 more tests on the tree. Nr 3 hit the spot.

WORKING WITH AN ICON

The striding man has been there since the beginning, and it’s not to be trifled with. Our challenge was to introduce him into a bright and colourful modern world, where he would blend with his surroundings without losing his iconic essence.

THE PACKAGING

Black Label has hints of grape, orange and fig, where Gold Label has subtle notes of toffee, apricot and apple – all these taste notes are represented in the trees on the different packagings.

THE BOTTLE

Blue Label had a pretty swanky box to start with, so it got the royal treatment on the bottle instead, making it the cream of the crop when it comes to gift giving. The tree design had to be significantly simplified to meet printing requirements.

THE KEY VISUAL IDEA

Initially the idea was to use the packaging illustration as a key visual as well, but having come this far, we though it would be interesting to re-create the illustrated scene, but in reality. First we needed to get everyone on board with what we were thinking of doing, and how better to explain your ideas then to sketch them? Second port of call was developing the scene in 3D, to get a spatial idea of the layout, and have the models for printing.

PENCIL SKETCH TO 3D PRINT

ASSEMBLING THE BEAST

THE FINAL OUTCOME

To me, the perfect collaborator adds to the original idea, takes feedback to heart (even the crappy feedback), and works relentlessly until its perfect. As such, my experience with Shotopop is purely positive. In fact, I don’t think there are many like them. Thanks for the collaboration.

– Sivert Bakkeng, Love Creative