China   |  2022

MUSE Design Awards Platinum Winner

Johnnie Walker Blue Label Limited Edition Packaging

Entrant Company

Wooden Cat Illustration Design (Shenzhen) Co., Ltd

Category

Packaging Design

Client's Name

Diageo Foreign Wine Trading (Shanghai) Co., Ltd

Sub-Category

Limited Edition

It is inspired by the mix of traditional Chinese culture and modern fashion sense. The opening of the package is designed to mock the opening of two wooden doors. After the box lid is opened, the complete theme picture is presented, which combined the idea of a Chinese screen, and upon which the designed product is placed. "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. 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.

Credits

Designer/Illustrator
Ofen Hu
Illustrator
Aha Chan
Curator
Art2gether
Illustrator
Chushan Chan
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