![](https://cdn.myportfolio.com/c7f20f3c-99bf-44ac-a25f-1861074e5da1/824a0bba-981a-4b74-ad12-6c693fb26c4a_rw_1920.jpg?h=3d604418c4744b8a98c9132d18f0b086)
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.
![](https://cdn.myportfolio.com/c7f20f3c-99bf-44ac-a25f-1861074e5da1/f22b603e-a1b6-4c69-9d82-7f6ade3eea97_rw_1920.jpg?h=d9d8977a676be653a89110a2b14638b0)
The brand development exploration also included a concise set of retail guidelines and design layouts which were later applied to in-situ retail elevations.
![](https://cdn.myportfolio.com/c7f20f3c-99bf-44ac-a25f-1861074e5da1/a6c15780-bd55-4795-bedf-e15abd64ad0f_rw_1920.jpg?h=5d063f237fff60ac0253087007ae0b21)
![](https://cdn.myportfolio.com/c7f20f3c-99bf-44ac-a25f-1861074e5da1/d4c26a49-c983-4a9e-adb8-78d04b24108a_rw_1920.jpg?h=61caa2368dedc075ee4aa36780aef009)
![](https://cdn.myportfolio.com/c7f20f3c-99bf-44ac-a25f-1861074e5da1/c2b51db1-bc37-4bc5-86ee-bbcad54f2456_rw_1920.jpg?h=c1ff62e9b79392073e4e88b7b6bef40c)
![](https://cdn.myportfolio.com/c7f20f3c-99bf-44ac-a25f-1861074e5da1/33377b72-fc00-4384-a623-bc60a4ddba7d_rw_1920.jpg?h=e969f09670d70e486a7f2fb4dbcfbbec)
Designed at RPM, London.