Johnnie Walker DMF Bottle Packaging – Special Edition

Johnnie Walker Black Label — Packaging Concept

In partnership with PA Consulting, Diageo developed a paper-based 70 cl bottle for Johnnie Walker Black Label and trailed it in the on-trade sector. Made using innovative dry-molded fibre technology, the bottle retains the brand’s iconic square silhouette while enhancing its premium appeal through distinctive facets along the sides and embossed Striding Man details on both the bottle and closure.

A total of 250 bottles were used in real-world trials to evaluate their performance and gather feedback from bartenders.

This packaging project builds on that innovation, presenting the bottle alongside two whisky glasses in a distinctive and unconventional gift box.

The concept draws inspiration from the brand itself, with the bottle and a whisky glass positioned on either side, housed in an inner tray enclosed by an outer sleeve inspired by the form and visual language of a traffic barricade.

The outer sleeve features iconic warning graphics arranged at an angle, topped by the recognizable Johnnie Walker logo.The stripes along with johnnie walker logo are gold foiled. The texture of the box is a hard paper grain taken from the bottle itself

The idea stems from a simple thought: No matter the obstacle, no matter the barricade, you keep walking.

The unboxing experience brings this idea to life. As the inner box slides out, the barricade moves aside, revealing the contents within.

The back panel carries the required regulatory information, along with details about the packaging and its materials.