The task was to push the limitations of the Johnnie Walker brand within a retail environment. After several rounds of typographic and layout exploration was born the idea of separating the logo symbol as a stand-alone asset and integrating this into the design. This helped amplify the brand to it's maximum potential and gained clear cut-through within an in-store environment. To this day the logo is now used as a stand alone element.
The brand development exploration also included a concise set of retail guidelines and design layouts which were later applied to in-situ retail elevations.
Designed at RPM, London.