John Walker & Sons: Odyssey

by Tiffanie Pfrang on 10/09/2013 | 3 Minute Read

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"Diageo approached Raison Pure NYC to create a new ultra-premium whisky within the John Walker & Sons portfolio. Raison Pure NYC was invited to design the new bottle, secondary packaging, POS and retail theater, as well as the brand’s key visuals and photography. 

John Walker & Sons Odyssey is an innovative and intricate product aimed at further elevating the perception of the Johnnie Walker trademark in the Asian luxury market today. Working beyond the concerns of price, Raison Pure NYC was asked to celebrate the vision and enduring entrepreneurial spirit of Sir Alexander Walker. In doing so, Raison Pure NYC needed to be mindful of the brand’s legacy and values, leveraging both factors to celebrate the larger experience embodied by the Odyssey blend and story."



"Raison Pure NYC designed an exquisite, modern decanter using Sir Alexander Walker's original 1932 blend as inspiration. Sensuous and dynamic, the design captures the motion and emotion of the bottles carried aboard luxurious sea liners in the 1930s. When gently pushed, the bottle swings elegantly to and fro, mimicking the rollicking motion of the sea. Inside the cabinet, the bottle is suspended for fluid 360-degree rotation. When at rest, it always points upwards — paying homage to the steadfast and progressive direction of Sir Alexander Walker. Hidden behind the bottle is an elegant suede booklet, which tells the Odyssey story.

John Walker & Sons Odyssey was launched in APAC in September 2012 via the John Walker & Sons Voyager yacht. Now widely available in Duty Free, Odyssey has elevated perceptions of the entire Johnnie Walker portfolio, and garnered the brand an immense amount of PR in luxury magazines, online, and in newspapers chronicling the yacht’s local stops."

Designed by Raison Pure NYC

Jeremy Lindley – Global Design Director Diageo

Regina Galang  Innovation Director, Greater China & Asia Pacific Super Deluxe

Jean-Noel Dollet - POS & Gifting Director Diageo Reserve

Steve Wilson – Invigor8tion

Laurent Hainaut – Creative Director / President, Raison Pure NYC

Nicole Duval – Visual Strategy and Innovation Director, Raison Pure NYC

Ann Chen – Art Director, Raison Pure NYC

Linda Tseng – Production Manager, Raison Pure NYC

Loren Kulesus - Senior Product Designer, Raison Pure NYC

Marco Leone - Product Designer, Raison Pure NYC

Alex Boulware - Designer, Raison Pure NYC

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Elements throughout the pack carry art deco influences, like the diamond badge and the weighty cabinet closure adorned with the John Walker & Sons Monogram. Each element on pack is designed with a nod to the past, but with an eye to the future. In addition to the art deco cues, the packaging’s look & feel was inspired by maritime navigational instruments, a mixture of seafaring materials and metals such as brass, as well as the high level of precision found in the craftsmanship of watches.

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