John Walker & Sons Odyssey is an intricate and inspired project that has changed the perception of the Johnnie Walker brand in the Asian luxury market. John Walker & Sons, Odyssey is a new triple malt whisky with a story inspired by the world of travel.

The agency set out to commemorate the vision and enduring entrepreneurial spirit of Sir Alexander Walker by creating a unique brand world, designing an iconic decanter, luxurious secondary packaging and retail theatre. The holistic approach opened the visual and structural language of the brand.

As testament to Sir Alexander Walker’s epic journey of adventure, creativity and perseverance Odyssey’s dynamic movement is a symbol of journey and progress for the Johnnie Walker brand. Sensuous and stimulating, the design captures the motion and emotion of the whisky’s 1930s transatlantic voyage aboard luxurious sea liners.

The agency created a strategy platform honing on the ties to the Johnnie Walker brand in the world of travel. The research conducted looked at the brand founder’s linage and the zeitgeist of the 1930s. The strategy then informed the overall design, allowing the agency to go above and beyond with a luxurious secondary pack design that allows the bottle to rotate 360 degrees within the box—highlighting a key element thought up by Sir Alexander Walker in the 1930s. Inside the cabinet, the inner ring mechanism suspends the bottle allowing it to rotate fluidly. When at rest it will always point upwards — paying homage to the steadfast and progressive direction shown by Sir Alexander Walker himself. Hidden behind the bottle is an elegant suede booklet, which tells the Odyssey story — rich, full of depth and inspired. Elements throughout the pack carry art deco influences, like the diamond badge and the weighty cabinet closure that is decorated with the John Walker & Sons Monogram on the cabinet. Making each element on pack designed with a nod to the past, but with an eye to the future. In addition to the art deco cues, the packaging’s look & feel was inspired by items associated with sea travel such as maritime navigation instruments, a mixture of materials and metals like brass, as well as the high level of precision found in the craftsmanship of watches. These themes are echoed in the retail theater, which highlighted the sea and movement through an iconic circle square extrusion. In addition to the POS and retail theater, The agency also developed the brand’s key visuals and photography allowing the rich story to truly come to life. Additionally an overall connection to Shaghai, the place of Odyssey’s launch, has been brought to life on pack and through the agency’s proposed activation material.

The project launched in APAC September 2012 via the John Walker & Sons Voyager spectacular yacht. The project reinforces the credibility and presence of the Johnnie Walker brand in the luxury segment. In addition the project has been met with such success that while originally only slated to launch in Asia it’s now being rolled out globally, staring with Dubai.