BACKGROUND
Red Label is a best-selling Scotch whiskey from the Johnny Walker brand under Diageo. Their brand message is to Keep Walking towards a positive future.
PROCESS
IDEA AND CONCEPT BUILDING:
After some research on the Johnnie Walker brand and its Red Label product, I chose to focus my design on the Red Label whiskey's spicy and smoky flavor profile. These elements are a consistent characteristic across the Johnnie Walker portfolio and lend a mature, sophisticated intensity to the brand.
RATIONALE:
To create the composite image, I combined two separate photographs of a Red Label bottle. The first photograph had darker tones, while the second had lighter tones. Layering these two images allowed me to achieve a greater sense of depth and, more importantly, to highlight the bottle label. I deliberately extended the lighter-toned areas further from the bottle's label to ensure the lighting of the composite image appeared more realistic and believable. Finally, I added a cup to introduce a human element, subtly suggesting that the whisky is ready to be consumed and enjoyed.
To represent the spicy and smoky notes of the whiskey, I added smoke to the background and above the cup. This element also provides a sense of mature intensity, enhancing the overall atmosphere of the design.
