   
In China, Mid-Autumn Festival, is an annual harvest
festival which is marked by reunions among family and friends. Such reunions
necessitate a prestigious gift to be presented – quite often premium,
high-value alcoholic spirits are given.
All Chinese know, the gift says something about both the
giver as well as the status of the receiver. As such Johnnie Walker Blue, the
most premium Scotch Whiskey in their portfolio, chose to launch a Limited
Edition sure to be coveted for years to come, a real collector’s edition that symbolised
the pride and progress of China.
The “Carp Leaping over the
Dragon Gate”
Johnnie Walker Limited Edition packaging immortalizes the rivers of China and
their role in the story of Chinese progress though the visual storytelling of a
fable with a timeless message.
This ancient tale is visually told in a stunning illustration that truly
encapsulates the spirit of not only the China’s rivers but also of the
entrepreneurial dream of many in today’s China by showing imagery of China’s past and present in the
design details. The overarching visual story is that of the carp - against all
odds, the simple carp leaps and soars across the enormous gate embodying the
story of personal transformation, perseverance and progress that has made China
what it is today. As one studies the bottle design, more and more details come
into focus, presenting a layered story rich in history and promise.
|