Place isn't defined by its landmarks. It's defined by its character.

Created for Johnnie Walker Blue Label's Blue Cities collection, this series of key visuals celebrates Texas, New York, and California through layered
paper-inspired forms, tactile textures, and abstract compositions.
Rather than relying on iconic landmarks, each visual captures the atmosphere and identity of its location while keeping the limited-edition bottle and carton
at the centre of the story, reinforcing their premium, collectible appeal
within the Blue Label world.

The Challenge : Creation of a cohesive visual language that gave each edition a distinct sense of place while remaining unmistakably Johnnie Walker Blue Label. Brand and legal constraints ruled out the use of protected landmarks and recognisable city icons, prompting a more conceptual approach. Instead, we drew on native forms, regional cues, and abstract shapes synonymous with each location-capturing the essence of Texas, New York, and California.