Johnnie Walker Blue Label redesign

This case study explains how a redesign of long-running premium whisky brand Johnnie Walker Blue Label boosted sales by instilling a renewed sense of premiumness.

Johnnie Walker Blue Label redesign

Sedley Place

Executive summary

Johnnie Walker Blue Label broke new ground in 1992. Introduced to celebrate Alexander Walker's benchmark setting 1867 Old Highland Whisky it led the way in establishing the Ultra-Premium whisky category.

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