“There are some things that money just can’t buy. The Johnnie Walker Directors Blend is one of them. Created annually by Johnnie Walker Master Blender, Jim Beverage, the exclusive Directors Blend isn’t available for sale, instead it is given out as “a personal gift to esteemed friends” of Johnnie Walker.
Every year a unique edition is produced. Throughout the course of this year, Diageo will gift 504 individually numbered bottles of the 2012 edition. In keeping with tradition, the bottle for the Directors Blend is designed by one of Diageo’s design partners; creative agency, LOVE was invited to design the bottle for the 2012 Blend.
Instead of using the label to describe the contents of the bottle, LOVE chose to use it to celebrate the recipient of the Blend, drawing inspiration from Johnnie Walker’s Keep Walking philosophy. Gavin Pike, global brand director for Johnnie Walker at Diageo explains: “LOVE composed a series of poetic toasts in celebration of the character of those individuals who might receive a bottle. The labels have been created with an attention to detail and craftsmanship that reflects the quality of the whisky.”
This year’s edition has been inspired by the flavours, which originate from the malt distilleries used in Johnnie Walker blends. The flavours have a distinct vibrancy, typical of the dominant fresh fruit characteristics found in young malt whisky. Old grain whiskies have been added to reveal the malt flavours in a compelling interplay of youthful brilliance and aged sophistication. The malt whiskies are exclusively from the Highland region, chosen for their bold fruitiness and gentle fragrance.
LOVE is a strategic, innovative and intuitive creative consultancy. Working with a wholly integrated approach across branding, advertising, design and digital, we produce unexpected ideas and creative solutions that connect the world’s best brands to their audiences, helping them find the most interesting things to say in the most interesting ways. LOVE works with a range of national and international brands including Sony PlayStation Europe, COOK, Nike and Diageo. Since it was founded in 2001, the agency has won over 220 awards, including the coveted D&AD and Creative Review and Design Week awards.
