Johnnie Walker has announced a limited-edition label design, created by Asian-American visual artist James Jean. Diageo Global Travel is celebrating this collaboration with a series of digital activations across global travel retailers. Airports including Seoul, Singapore, Taipei, Hainan and Hong Kong, are all taking part in the campaign.
The label design features Jean’s interpretation of 2024’s Zodiac animal, the dragon. Jean’s work is inspired by techniques in traditional Chinese scroll paintings, with contemporary subject matter. His recent works have been included in promotional posters for several large Hollywood productions. Jean sought inspiration from master blender Emma Walker and her team’s efforts in producing Johnnie Walker Blue Label - a whisky made using some of the rarest whiskies from reserves of maturing Scotch, including some casks sourced from long-closed ‘ghost’ distilleries.
Johnnie Walker global marketing and innovation director, Joao Matos, said: “James Jean's remarkable interpretation of the Wood Dragon for Johnnie Walker Blue Label Lunar New Year captures the essence of tradition and innovation. Just as Johnnie Walker embodies progress with our 'Keep Walking' spirit, James has beautifully blended respect for the past with an optimistic look towards the future. His dragon, crafted from flowers and organic elements, is a symbol of the power of creativity and connection. We're thrilled to celebrate the Year of the Dragon with this exquisite, limited-edition design."
Jean also designed artwork for the Lunar New Year John Walker & Sons XR 21 label design. All Johnnie Walker Lunar New Year limited-edition designs are available in selected markets globally.