Johnnie Walker: Global Rebrand 2025
A three part brief, two years in the making.
To celebrate 25 years of KEEP WALKING, we reimagined Johnnie Walker’s entire global footprint from top to bottom. A new brand campaign, imbuing their iconic tagline with further meaning! Completely fresh bottle + serve photography! A reimagined design system! A slew of bottle and cocktail films! Multiple international shoots! About 10,000 different scripts! Many nights of sleep I won’t ever get back! (But it was well worth it.)
KEEP DREAMING
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KEEP CRUSHING
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KEEP BREAKING
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KEEP RACING
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KEEP CONSPIRING
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KEEP PAINTING
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KEEP BLUSHING
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KEEP LYING
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KEEP TRYING
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KEEP CREATING
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KEEP EXPANDING
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KEEP WALKING
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KEEP DREAMING 〰️ KEEP CRUSHING 〰️ KEEP BREAKING 〰️ KEEP RACING 〰️ KEEP CONSPIRING 〰️ KEEP PAINTING 〰️ KEEP BLUSHING 〰️ KEEP LYING 〰️ KEEP TRYING 〰️ KEEP CREATING 〰️ KEEP EXPANDING 〰️ KEEP WALKING 〰️
OUR TAGLINE CAMPAIGN WAS AN ODE TO PERSONAL PERSEVERANCE:
CELEBRATING NOT ONLY BEGINNINGS AND ENDINGS, BUT ALSO THE HARD-WON MIDDLE THAT MAKES DOING ANYTHING WORTH IT.
KEEP CRUISING
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KEEP CHASING
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KEEP MULLING
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KEEP WISHING
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KEEP SKIPPING
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KEEP SLIPPING
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KEEP WRITING
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KEEP COOKING
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KEEP SCREAMING
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KEEP FEELING
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KEEP HEALING
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KEEP LOVING
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KEEP WALKING
KEEP CRUISING 〰️ KEEP CHASING 〰️ KEEP MULLING 〰️ KEEP WISHING 〰️ KEEP SKIPPING 〰️ KEEP SLIPPING 〰️ KEEP WRITING 〰️ KEEP COOKING 〰️ KEEP SCREAMING 〰️ KEEP FEELING 〰️ KEEP HEALING 〰️ KEEP LOVING 〰️ KEEP WALKING
A STORY IN EVERY SIP
Our bottle and cocktail films are postcards in motion. Simple. Craveable. Unforgettable.
WE APPROACHED OUR STILLS NOT AS PRODUCT PHOTOGRAPHY, BUT AS HIGH-FASHION EDITORIAL.
CREDITS:
Creative Direction: Ida Gronblom, Joaquin Salim // Copywriting: Sydney Lemens // Art Direction: Jay Levesque, with production support on “A Story In Every Sip” from Jae Who // Producers: Jordan Spielman, Elizabeth Bruneau, Lisa Delonay // Special shout out to Julia Ball & Kelsey Fritz for all their help during creative dev :)
KEEPS Director: child. + Melina Matsukas
A Story In Every Sip Director: Fabio de Frel // Photographer: Francesco Nazardo
Bottle Photographer: Sam Hoffman