New bottle design announced for Johnnie Walker Blue Label Lunar New Year edition

Johnnie Walker has announced this week a new design for its Johnnie Walker Blue Label Lunar New Year Limited Edition design created by visual artist James Jean.

To celebrate the collaboration, there will be a series of digital activations in airports across travel retail ahead of the festival on February 10. In addition, Diageo GT are running a series of activations through different global channels, including airports in Seoul, Singapore, Taipei, Hainan and Hong Kong. 

The design features an interpretation of 2024’s zodiac animal, the wood dragon. Jean has previously designed artwork for the Lunar New Year John Walker and Sons XR 21 limited edition design, and most recently worked on a number of promotional posters for several award-winning films. James’ technique is said to fuse contemporary subjects with techniques inspired by traditional Chinese scroll paintings and Japanese woodblock prints.

Commenting on the collaboration, Jean said: “With Johnnie Walker Blue Label Lunar New Year, we wanted to create a dragon that felt different, new and innovative - respect for the past but also looking into the future with optimism; in the same way that Johnnie Walker stands for progress through that incredible Keep Walking spirit.”

“The Year of the Dragon is rich in symbolism and tradition in Asia. Many consider the dragon the most powerful animal in the Chinese Zodiac and the Wood Dragon felt remarkably close to me because of the natural elements prevalent in my own work. Evolved from traditional depictions of Chinese dragons, my dragon is composed of flowers and organic elements, from which emerge tendrils and arcing lines, evoking the idea of roots and connection.”

Johnnie Walker global marketing and innovation director, Joao Matos, adds: “James Jean's remarkable interpretation of the Wood Dragon for Johnnie Walker Blue Label Lunar New Year captures the essence of tradition and innovation. Just as Johnnie Walker embodies progress with our 'Keep Walking' spirit, James has beautifully blended respect for the past with an optimistic look towards the future. His dragon, crafted from flowers and organic elements, is a symbol of the power of creativity and connection. We're thrilled to celebrate the Year of the Dragon with this exquisite, limited edition design."

16 January 2024 - Bradley Weir