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Blue Label

Illustration & Packaging Design

Johnnie Walker is looking for creative interpretations of defining elements from across the European region, brought together in one design which showcase the culture and key elements of the region in a way which is relevant to all it's inhabitents. Examples of defining cultural moments and elements of cultures could be the fall of the Berlin Wall in Germany, the beautiful mountain range of central Europe, Flamenco dancers from Spain, the windmills from the Netherlands, the architecture of Eastern Europe, or the amazing alfresco food culture. Johnnie Walker wants to see a representation of the most inspiring and unmistakingly European cultural expressions across the continent, and they're looking to see visual reference to Spain, United Kingdom, Germany, Greece, the Netherlands and Poland to be included in the design, and additional countries could be represented if relevant. In the design, the most characteristic features of the countries were combined whereby a special attention was paid to create a visual harmony in between since they are distinguishing elements of the country in question while being a part of the common European identity. In the first design, The gentle wind from the hand fan of the flamenco dancer starts waves in the Aegean Sea that is ruled by mighty Poseidon marked by his trident. Soft curves of the characteristic architecture of the Santorini that resembles the form of the bottle is seen through a window where an arm of an octopus is rising calling into our minds the rich Greek cuisine.In the second design, there is a combination of enchanted nature of Poland and worldwide known ear and eye catching architectural works of the United Kingdom. A conflict between the no-time environment of the Mount Tatra and the Moskie Oko nearby and the Big Ben, which is known for its bells fixing the time. Again, the London Eye, unrolling London to its visitors while marking and important threshold of the history: the Millennium.The third design again combines natural and manmade elements: Tulips from the Netherlands and Brandenburg Gate from Germany. Originating in the lands of the Ottomans, tulip found its way to the lower countries where it became a luxurious item symbolizing social status. Together with tulips and windmills, the Netherlands feels like a land from a fairytale. The design is balanced with famous Brandenburg Gate in Berlin. Instead of using the Berlin Wall that does not recall pleasant memories, a gate from the same city was chosen, which became the symbol of the united Berlin. It is not the wall but the gates that make people free and the birds flying over will continue to fly as symbols of freedom.

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