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BRAND IDENTITY SUMMARY

JOHNNIE WALKER BLUE LABEL BRAND IDENTITY JANUARY 2011

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A WHISKY OF EPIC ACHIEVEMENT

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THE OBJECTIVE OF THIS DOCUMENT —

A SUMMARY VISUAL DESIGN REFERENCE TO DIRECT THE LOOK–TONE–FEEL OF TOOLS AND ACTIVATION CREATED CENTRALLY AND IN-MARKET FOR JOHNNIE WALKER ® BLUE LABEL™

EACH INDIVIDUAL PROGRAM WILL HAVE IN FULL ACTIVATION GUIDELINES

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CONTENTS 01. THE JOHNNIE WALKER® BLUE LABEL™ STORY & STYLE • • • • • •

THREE PILLARS OF RARITY: THE 3 C’S WHERE WE COME FROM EXPERIENCE AND RECONNECT CELEBRATING EPIC ACHIEVEMENTS THE CONSUMER ROLE WITH TRADEMARK AND THE HOUSE OF JOHNNIE WALKER™

03. INSPIRATION FOR GROWTH DRIVERS • • • • •

GIFTING WIN IN RETAIL WIN IN BARS EVENT STYLE & LOCATION KEY VISUALS

03. BRAND ASSETS

• 02. CREATIVE DIRECTION — DESIGN INSPIRATION • • • RARE HERITAGE • • RARE CRAFT • • AN ICON OF PROGRESS • • ENVIRONMENT • •

JOHNNIE WALKER® BLUE LABEL™ ICONS LOGO THE JWS MONOGRAM™ THE STRIDING MAN™ PANTONES & COLOURS TYPOGRAPHY SIGNATURE PATTERNS PHOTOGRAPHY

THIS DOCUMENT HAS BEEN PREPARED FOR INTERNAL PURPOSES ONLY AND SHOULD NOT BE USED OR PROVIDED EXTERNALLY. THERE MAY BE LEGAL IMPLICATIONS FOR DIAGEO IF THE CONTENT OR SOME OF THE ASSETS ARE USED EXTERNALLY WITHOUT PRIOR CLEARANCE.

Page from Alexander Walker’s notebook

THE JOHNNIE WALKER®, BLUE LABEL™, KING GEORGE V™ AND THE JOHN WALKER™ WORDS, THE STRIDING FIGURE DEVICE AND ASSOCIATED LOGOS ARE TRADE MARKS © JOHN WALKER & SONS 2010.

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THE JOHNNIE WALKER ® BLUE LABEL ™ STORY & STYLE

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THREE PILLARS OF RARITY: THE 3 C’S JOHNNIE WALKER® BLUE LABEL™ IS A COMMEMORATION OF THE 19TH CENTURY FLAVOUR — RARE FLAVOUR IS THE INSPIRATION, BLENDING THE CRAFTSMANSHIP

RARE CASKS + RARE CRAFTSMANSHIP + RARE CHARACTER = JOHNNIE WALKER® BLUE LABEL™


THE INSPIRATION Our Master Blender Jim Beveridge, was tasked in 1992 with creating the ultimate Johnnie Walker Scotch Whisky. His inspiration was flavour. Flavour as expressed by our award winning Old Highland whisky of 1867. This was a time of great human and technological progress, the House of Johnnie Walker started as a merchant of fine luxury goods, spices, tea and tobacco and John Walker, our founder, used his skill at blending these different goods for his clientele to start blending whisky. This was needed as the malt whisky of the day was inconsistent in quality. He passed his knowledge down to his son Alexander, whose recipe books for Old Highland Whisky are the base for Blue Label.

Johnnie Walker sample room 1910

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CASKS RARE CASKS To create such a unique flavour can only be achieved from the world’s largest Scotch whisky stocks, available to Johnnie Walker. Some of the whiskies are from distilleries that no longer exist. The casks are manually selected and only 1 in 10,000 has the character that is suitable for the Blue Label blend. They are chosen from the four corners of Scotland to bring the celebrated House of Johnnie Walker complexity.


&CRAFT RARE CRAFTSMANSHIP

Diageo’s largest whisky collection, Edinburgh

Jim Beveridge, our Master Blender of over 30 years experience, is part of an unbroken lineage of 190 years of the House of Johnnie Walker blending heritage. He nurtures the casks until they reach the peak of perfection, however long that takes. Johnnie Walker Blue Label can only be created without an age statement, older whiskies are used for the incredible smoothness while younger whiskies bring the vibrancy. These are blended in small batches echoing the practice of the 19th century, to create the ultimate Johnnie Walker blend. It reflects the Walker family’s belief, continued to this day, that the art of blending demonstrates an unparalleled commitment to the pursuit of flavour, and that neither whisky age alone, nor whisky from a single location, is enough to achieve the creation of this unrivalled masterpiece.

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CHARACTER RARE CHARACTER Today’s Johnnie Walker Blue Label is the recreation of that distinctive 19th century blend. The flavour that changed became the standard – it changed the quality of whisky forever. So, the inspiration was flavour. The Rare Character; big, complex powerful flavours that build and evolve with an incredible smooth long finish.


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ACHIEV WHERE WE COME FROM — 19TH CENTURY — FEELING OF EPIC ACHIEVEMENT


VEMENT WHAT WE TAKE FROM THE 19TH CENTURY Link to the time when the Walker family built their business, and when Old Highland whisky was created. Core element of the late 19th century: how it shaped the modern world through an extraordinary rate of technological invention and cultural development. A hallmark of the breakthroughs is that they were generally made by men pursuing a grand vision – success was not obvious or easy, it came through persistence and unwavering self-belief. The effort to make these breakthroughs is exceeded only by the lasting impact these achievements have had on our world. WE TAKE THIS AS OUR STARTING POINT FOR RARE 19TH CENTURY CHARACTER.

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POWER EXPERIENCE AND RECONNECT We can experience and reconnect with the testosterone and adrenalin of the original industrial age pioneers, excitement, pride, celebration, state-of-the-art feeling of the Great Exhibition of 1851: “Demonstrate the lead in every field where strength, durability, utility and quality were concerned whether in steel, iron, machinery, textiles” SYMBOLISES: Superiority, display of achievements, celebration of Epic Achievements JOHNNIE WALKER BLUE LABEL IS THE POWERFUL EMOTIONAL CONDUIT THAT CONNECTS THEN TO NOW EXPRESSING THE CRAFT, WITHOUT BEING NOSTALGIC


&GLORY

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THE CORE


THE CORE IDEA FOR JOHNNIE WALKER® BLUE LABEL™ IN F12:

“Celebrating Epic Achievements” RTB Rare 19th Century Flavour, Old Highland Whisky was the blend that changed whisky forever in 1867, an epic achievement. Johnnie Walker Blue Label is a recreation of that achievement for today’s luxury consumer. A CENTRAL THOUGHT BASED ON PRODUCT TRUTHS AND EMOTIONAL VALUES.

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“CELEBRATING EPIC ACHIEVEMENTS ” Epic achievements of Johnnie Walker matched by epic achievements of human and technological advance delivers compelling emotional experiences. EPIC ENGINEERING BREATHTAKINGLY EXPRESSED — BEAUTY AND BOLD INNOVATION EPIC SCALE AND THE THRILL OF THE OLD MEETING THE NEW THE EPIC POWER OF INNOVATION PHYSICALLY EXPRESSED


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the consumer DRIVEN BY PRESTIGE AND ENJOYS FREEDOM OF CHOICE HAS EARNED HIS HARD-EARNED POSITION AND WANTS TO LIVE LIFE TO THE FULLEST GREATER DESIGN INTELLIGENCE SOCIALLY AND ENVIRONMENTALLY AWARE

MORE AESTHETICALLY DEMANDING


SEEKS OUT QUALITY HERITAGE SERVICE

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alex Demographics: Life stage: Social life: Career: Home: Great luxury: Drivers: Social status: Consumption style: Attitudinally: Socially: Luxury brand choice: Lifestyle driver: Social company: Social activities: Consumption occasions: Consumption venues: Sources of influence:

Male, 36 years old, wealthy On the verge of settling down Work and old friends Runs own business OR senior player in multinational Prestigious and convenient location Time Prestige and power Influencer, enjoying his hard-earned position Freedom of choice – both invigorating and rewarding Demanding, expects good understated service and personalisation Big nights out and release with old friends Quality, heritage and service Wants to live life to the fullest, doing everything in a wonderful way Power players in his network, old friends to keep him grounded Fitness, long haul travel with girlfriends and friends Power moments Top bars, hotels and clubs Credibility is key, seeks opinions of experts in leading magazines, shops a lot in global travel


CREDIBILITY IS KEY

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ROLE WITH TRADEMARK AND THE HOUSE OF JOHNNIE WALKER â„¢ 1. HOW I WOULD DESCRIBE THE PRODUCT: The definitive Scotch, international leader, premium Scotch, flavour worth savouring.. Red Label - Characterful Black Label - Having depth Blue Label - RARE & Powerful Gold Label - Smooth Green Label - Intriguing 2. WHAT THE PRODUCT DOES FOR ME: Relaxes me, engages me, fuels me Red Label - Refreshes Blue Label - Challenges me Gold Label - Delights my senses 3. HOW THE BRAND MAKES ME LOOK: Stylish, contemporary, international, in-the-know/respected, not superficial

Red Label - With character Blue Label - A power player Gold Label - With flair Green Label - Knowledgeable

4. HOW THE BRAND MAKES ME FEEL: Sophisticated, successful, inspired, self-assured, substantial

Red Label - At ease Blue Label - Exclusive Gold Label - Indulged Green Label - Experienced

5. FACTS & SYMBOLS THAT SUPPORT BRAND CLAIMS: The Striding Man, Keep Walking, slanting label, square bottle, big flavour, blended by experts, awards for excellence, born 1820 Blue Label - the rarity of exceptional casks matured to perfection/ powerful character of the 19th century blends/rarity of craftsmanship/powerful character 6. BRAND PERSONALITY: Confident, engaging, assured, dynamic, progressive Blue Label - Powerful 7. CORE: Masculinity, authenticity, pioneering Blue Label - effortless confidence, powerful, elite, luxurious, exclusive


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king george v Johnnie Walker Blue Label King George V edition is the latest addition to Johnnie Walker. This ultra-premium blended scotch whisky from Blue Label celebrates the granting of a royal warrant in 1934 by King George V. Blended from distilleries that were in existence during his reign and in the style of the 1930s, Blue Label King George V includes the highly prized malt whisky, Port Ellen, a distillery that no longer exists.

POWERFUL, RICH THE KING IS THE ULTIMATE POWER PLAYER MASCULINE TRADITION, HERITAGE STATURE ACKNOWLEDGED AND REWARDED


core icons The colour blue to signify the House of Johnnie Walker The King George V gold monogram an expression of the grandeur and status of the King. The blue on blue diagonal stripe - enriches the base blue background. Reminiscent of rich taffeta fabric. The logo lock up. The Striding Man icon, the symbol of authority (House of Johnnie Walker) and progress

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THE JOHN WALKER ™ The ultimate celebration of progress, celebrating the life of John Walker, who founded the Johnnie Walker brand. To honour John Walker, we are creating an incredibly special blend, hand-crafted in single barrel batches of only 330 bottles. Exceptionally rare, from 9 hand-selected unique casks, presented in a unique, individually numbered Baccarat crystal decanter. THE JOHN WALKER™ — The epitome of the House of Johnnie Walker


core icons The desk is inspired by an iconic ‘Hepplewhite’ desk an historic English piece of furniture favoured by gentlemen in John Walker’s time. This refined aesthetic has lead to the creation of the core icons: Colour – Fine ‘bone’ colour Texture – leather (in bone) inspired by a fine writing desk Mellow stone and marble inspired by traditional sculptures of historical figures The logo – engraved or embossed in authentic gold foil The dark blue of the Blue Label family The Striding Man – ever present, a detail that marks our authenticity

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CREATIVE DIRECTION — DESIGN INSPIRATION

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epic achievement


SIR ALEXANDER WALKER

“To make our whisky of such quality, that none in the market shall come before it”

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Rare heritage Johnnie Walker Blue Label has unrivalled blending and quality heritage... from a time of a certain masculine swagger, cutting a dash.


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rare craft TRADITIONAL TECHNIQUES & MODERN IMPACT Traditional printing techniques are rich in craft. They communicate quality and skill which also reflect the qualities of Johnnie Walker Blue Label whisky. Balance with modern materials and clean layout of information to create the right image for Johnnie Walker Blue Label collateral.

Gold edging

POWERFUL RICH MASCULINE TRADITIONS MADE MODERN

Gloss foil block type on matt card

Debossing


Johnnie® Walker

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An icon of progress... The English Industrial Revolution was all about the move from the countryside to city. The city became the place where there was employment and huge opportunities existed – where the streets were paved with gold. OUR MODERN CITIES ARE MADE BY MAN AND SHAPED BY THEIR AMBITION AND SUCCESS...


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Environment We are inspired by places and spaces that are bold, confident and charismatic. Dramatic (yet elegant) physical features feel masculine and heighten the senses.

POWER, SUCCESS, AWE AND ENGINEERING

Landmarks of masculine style: Harry’s Bar, Venice


A London social landmark that captures the modern masculine style of Johnnie Walker Blue Label: The Wolseley, London

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INSPIRATION FOR GROWTH DRIVERS

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gifting


Gift wrapping THE AIM – TO CREATE LUXURY MASCULINE GIFT WRAPPING. NOT FUSSY OR FEMININE, BUT RICH AND BOLD IN TEXTURE. UNDERSTATED AND UNQUESTIONABLY HIGH QUALITY. Something that would not look out of place next to Louis Vuitton or Hèrmes. KEY ELEMENTS: Dark blue matt uncoated wrapping paper embossed with a Johnnie Walker Blue Label monogram — For a luxe look and subtle touch. Black grosgrain ribbon tied in a knot on top of the box — A smart contrast that echoes the grosgrain ribbon found around a top hat (as worn by the striding man). Mongram in a black wax seal — Handmade - a mark of quality and traditionally a sign of importance. The Striding Man — In gold foil embossed in the corner of the wrapping paper, a detail that exudes quality and confidence. A Calling Card — The sign of a true gentleman held within a blue envelope for the giver to write a message.

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Greg Norman venturer Bag LEATHER STITCHING HANDMADE DETAILING


father’s day pack The Father’s Day gift pack is an example of the consistent application of the visual formula described in the design of the Johnnie Walker Blue Label plinth and the gift wrapping. A simple, strong monolithic pack with an engineered ‘opening’. A pack rich in texture - gloss on matt, yet sleekly modern. The monogram is used as a decorative masculine motif that contrasts with the simplicity of the overall pack. The Striding Man and the Johnnie Walker Blue Label logo are the only elements that appear in gold — emphasising their importance and authority.

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win in retail


anatomy of a plinth A simple monolith of solid blue. Confident, architectural and elegant. The bold simplicity of the piece allows all the attention to be directed to the bottle which is brought to the fore on its own column of vertical blue. The elaborate and decorative monogram provides a textural detail that contrasts with the cool sheen of the plinth, heightening the qualities of both. The Striding Man is used once with confidence and respect. A mark of authority and authenticity, it does not need to shout, but shines in pure gold foil.

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king george v â„¢


the john walker â„¢

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King George V William & Son display in Selfridges

King George V William & Son window outside Selfridges


The John Walker, Hong Kong airport

Bill Amberg display in Harrods

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Liquores Mundial. TLA Venezuela launch Sept ‘09

Harrods: TLA in GB Oct - Nov ‘09


Mexico DF Sept - Dec ‘09

Mexico DF Sept - Dec ‘09

GB: Menswear Oct - Nov ‘09

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win in bars


Johnnie Walker ® Blue Label ™ in 3 dimensions Each bar must bring alive the spirit of Johnnie Walker Blue Label in an engaging way, as much as possible. The rarity, the power, the drive and the authenticity - as much of the brand character as possible should be encapsulated within the space. However this ranges from the intimacy of smaller, gentlemen’s club style spaces where the focus is on detail and story through to gala evening spaces where the focus is on creating a big impression.

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in modern bars CONTRAST TRADITIONAL ELEMENTS TO COMMUNICATE HERITAGE

Monogram pattern wallpaper Wall of fame - Johnnie Walker heritage images in classic yet modern frames Large scale - classical imagery Traditional furniture to bring the ‘gentleman’s club’ to modern spaces The architectural 24º pattern


in traditional bars CREATE CONTRAST WITH MODERN ELEMENTS TOO...

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event style & location


johnnie walker ® blue label ™ Always follow Blue Label Brand Event Guidelines but adapt to local spaces. Event agency selection and production values are the most important factor. ‘QUALITY OF PRODUCTION, LEVEL OF BRANDING, STAFF AND SERVICE, FOOD, MUSIC AND LIGHTING’ ‘EVENT LOCATION: NEED TO HAVE A SENSE OF SCALE, UNIQUENESS AND EPIC IN NATURE’ ‘STYLE: ALWAYS IN KEEPING WITH THE BRAND GUIDELINES. PIONEERING MASCULINE LUXURY BRAND’

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king george v â„¢ EUROPEAN LAUNCH EVENT 2008


the john walker â„¢ LEBANON LAUNCH EVENT 2010

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key visuals


the key visual hero images for our brands OUR KEY VISUALS ARE DESIGNED TO CAPTURE THE ESSENCE OF OUR BRAND’S CHARACTER The visual is grounded in the brand essence and key brand benefit, however it is designed to be emotionally compelling, confident and single minded.

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Greg Norman The Greg Norman lifestyle shots demonstrate the ability to emotionally connect the rare liquid (Johnnie Walker Blue Label whisky) with the power of Greg Norman to create an dynamic and aspirational key image.


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Greg Norman golf icon THIS JOHNNIE WALKER® BLUE LABEL™ IMAGE CAPTURES THE FULL POWER OF GREG NORMAN’S LEGENDARY SWING The sand is propelled naturally in a long shark-like sweep which creates the perfect ‘trajectory’ — the symbol of progress and progression for the Johnnie Walker brand. Greg’s posture and expression also echoes The Striding Man — Looking forward to the future. Blue is used in the image to reinforce the ‘blue’ of Blue Label — Although this is distinctive, it is not brash or bright. The styling cues are subtle and reference a modern classic ‘golf’ style that reflects the positioning of Blue Label as a luxury brand and Greg Norman’s stature in the world of golf.

THE GREG NORMAN COLLE CTION FROM JOHNNIE WALKER BLUE L ABEL

The Johnnie Walker and the Blue Label words, the Striding Figure device and associated logos are trade marks. ©John Walker & Sons 2008.

www.johnniewalker.com


The Entrepreneur GREG NORMAN IS A HUGELY SUCCESSFUL BUSINESSMAN His lifestyle is fast paced — cars and private jets move him from deal to deal. Our image captures Greg on the move, showing a slice of his glamorous life. The styling is modern and simple, yet effortlessly elegant — aspirational. A blue tint emphasises the relationship with Blue Label and gives it its distinctive look and feel. THE GREG NORMAN COLLECTION FROM JOHNNIE WALKER BLUE L ABEL

The Johnnie Walker and the Blue Label words, the Striding Figure device and associated logos are trade marks. ©John Walker & Sons 2008.

www.johnniewalker.com

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King george V ™ The dark blue background forms a rich backdrop and signifies it is part of the House of Johnnie Walker. The luxurious dark blue ribbon relates directly to the King’s ceremonial uniform the honour bestowed on the Walker family by the King when given the warrant which our liquid celebrates. The simple yet confident image emotionally consummates the King and all this signifies and our fine liquid.


the john walker ™ The images are shot on a stone marble set which reinforces the feeling of permanence and nobleness. Marble is the material of great statues and important figureheads. The shadow of John Walker made by the bottle reinforces that his spirit is both metaphorically and physically present in the form of the liquid. Simple and powerful messaging.

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JOHNNIE WALKER ® BLUE LABEL ™ ICONS 01. JOHNNIE WALKER® BLUE LABEL™ LOGO 02. THE JWS MONOGRAM™ 03. THE STRIDING MAN™


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JOHNNIE WALKER® BLUE LABEL™

BRAND LOGO

The Royal Warrant can only be used on packaging.

Logo without Royal Warrant

Logo with Royal Warrant


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JOHNNIE WALKER® BLUE LABEL™

THE JWS MONOGRAM ™ The JWS Monogram is a prominent feature in all Johnnie Walker Blue Label communication. The etched monogram is to be used on all occasions unless otherwise stated.

Etched monogram (primary)

Etched monogram (secondary)


The JWS Monogram blind embossed in plastic

The JWS Monogram sport varnished from Father’s Day pack

The JWS monogram blind embossed on paper

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JOHNNIE WALKER® BLUE LABEL™

THE STRIDING MAN ™ The Striding Man must be used in gold and discreetly in all uses.


The Striding Man used on an ad

The Striding Man used in communications The Striding Man used on packaging

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JOHNNIE WALKER® BLUE LABEL™

PANTONES & COLOURS

Pantone 289C C100%

M70%

White

Pantone 873C Y0%

K60%

C30%

M30%

Y60%

K10%

C0%

M0%

Y0%

K0%


85%

15%

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JOHNNIE WALKER® BLUE LABEL™

TYPOGRAPHY


SABON ROMAN CAPS 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ Sabon Roman 0123456789 abcdefghijklmnopqrstuvwxyz

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JOHNNIE WALKER ® BLUE LABEL™

SIGNATURE PATTERNS

There are currently three patterns used in the Blue Label palette. These patterns are used to add detail to materials and link back to the brand. 24º BRICK This is the primary pattern to be used for any POS and bag designs. 24º PINSTRIPE This design has been used on the Father’s Day collateral. THE JWS MONOGRAM™ Used in gifting for tissue paper.


24ยบ brick pattern

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24ยบ pinstripe pattern


The JWS Monogram pattern

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JOHNNIE WALKER® BLUE LABEL™

PHOTOGRAPHY


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KING GEORGE Vâ„¢

PHOTOGRAPHY


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THE JOHN WALKER â„¢

PHOTOGRAPHY


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Johnnie Walker Blue Label Brand Identity Guidelines  

Brand identity guidelines for Johnnie Walker Blue Label.

Johnnie Walker Blue Label Brand Identity Guidelines  

Brand identity guidelines for Johnnie Walker Blue Label.

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