Johnnie Walker Gold Label Reserve – Diageo’s Artist Series 2017



Manufacturer: MW Luxury Packaging
Creative Agency: LOVE
Project Type: Produced, Commercial Work
Client: Diageo
Location: Global

Starting soft, buttery and sweet on the tongue, before smoothing into a signature smoky finish, this blended whisky revolves around one excellent Scotch single malt: Clynelish. Johnnie Walker’s Gold Label Reserve is a staple of the Colours Range and, as part of Diageo’s Artist Series for 2017, has been honoured with its own limited edition pack.

Designed by street artist Tristan Eaton and manufactured by MW, the pack boasts a high quality rigid board structure, and premium paper wrappings with a shimmering pearlescent finish. Like the packs for the 18-Year-Old and the Green Label, this box opens via an illustrated front flap, revealing an inner fitment holding the whisky and two tumblers.

For Eaton, Johnnie Walker Gold Label Reserve is all about the good times: “I wanted to reflect the idea of an unforgettable, feel-good moment. Joyful emotions are captured in glittering visuals of shining stars, sparkling diamonds and awesome explosions.”

To draw out this theme, the MW team incorporated gold foil detailing into key areas of the pack, and provided tasting notes in a text block on the inner flap. Slip the bottle and tumblers out of their recess, fetch some crushed ice and a slice of orange, and let the celebrations begin!