The Johnnie Walker Brand: A Rich Blend of Design and Progress
You could say marketing runs in the Johnnie Walker brand’s veins.
In 1860, around the same time Alexander Walker, John Walker’s son, decided to take his father’s blended scotch global, the scion made a series of shrewd marketing decision that affect the brand to this very day.
He chose square bottles and labels angled to an uber-precisje 24 degrees, which Walker reasoned would give his product a larger shelf presence.
Not only would square bottles stand out on a shelf, you could fit more of them there. Why the slanted label? At 24 degrees, Walker felt the label would hold more text.
While the Scotsman’s early creative insights don’t seem all that spectacular today, branding was a relatively unknown concept in the 1860s. Companies certainly didn’t dedicate entire departments to it.
Johnnie Walker’s iconic “Striding Man” logo was hatched on the back of a napkin in 1908, and it’s a logo that’s endured into modern times, evolving to stay relevant and fit the times.