Background: The lack of Johnnie Walker visibility on the shelf – there are too many versions of the product on the market (different LPE boxes, different fonts and label sizes).

Solution: Create a single packaging structure. Reduce the number of fonts, unify the size of significant elements (The Striding Man symbol, Royal Warrant of Appointment sign, etc.), one spelling for all labels (Red Label, Black Label, Double Black Label, Gold Label. Platinum Label, Blue Label).