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Johnnie Walker Chinese New Year packaging
Studio: SHtype
Role
Fei Huang Graphic design
Jianfeng Pan Art direction
Responsibility
Work on concept definition, exploration, and photo manipulation.
Brief
The client looking for a design that reflects Chinese culture and delivers a brilliant atmosphere that transcends time and tastes.
Solution - incorporate Chinese calligraphy into the mark
Calligraphy form explorations: keep the form minimal but legible.
Trademark
Our concept
Exploration
1
2
3 (Final)
Explore color combinations: use neocolors on calligraphy to give a modern look and feel. We choose black background show classic and timeless atmospheres.
Exploration
1
2
3 (Final)
Collaborate with the "Make Me" studio to animate the design.
Outcome
The packaging was launched as a limited edition by Johnnie Walker in 2011.
Other branding work
AGENCY
SHtype
CLIENT / PROJECT
Shanghai Academy of Development and Reform / low carbon conference identity system design
ROLE
Senior Designer
RESPONSIBILITY
Work on concept definition and exploration. Also design conference materials.
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