The objective was to challenge and expand the boundaries of the Johnnie Walker brand within a retail setting. Through multiple rounds of typographic and layout exploration, the concept emerged to isolate the walking man logo and use it as a standalone design element. This strategic move elevated the brand’s presence and achieved strong visual impact in-store. Today, the logo continues to be used independently as a core brand asset.
The brand development process also encompassed the creation of retail guidelines and in-store POS applications, which were later implemented across 3D retail elevations.
Designed at RPM, London.
