Butterfly Cannon shined a light on the festival of Diwali with Travel Exclusive edition for Johnnie Walker Gold Label Reserve2 November 2019
Also known as the ‘Festival Of Lights’, Diwali is the largest Indian festival and is celebrated all over the globe with food, singing, dancing, flowers, lights and fireworks.
The Johnnie Walker team asked Butterfly Cannon to create a giftable and culturally relevant Limited Edition and Travel Exclusive design for their Gold Label Reserve blend, to engage with the thousands of Indian who travel each year to celebrate Diwali with their friends and family.
Its solution was a contemporary twist on traditional Rangoli artwork – intricate patterns made from coloured rice, sand or flower petals, that are an integral part of the Diwali Festival. Reinterpreted in a crisp, graphic style with a mixture of traditional and contemporary symbology embedded within them, the patterns were then sliced and reassembled as stylised rays of light.
For added sensorial effect, and as a nod to the textural nature of the raw materials used to create the original Rangoli patterns, the intricate designs were embossed onto the tin, with key parts of the otherwise gold design executed in vibrant pops of yellow, orange and purple in keeping with the brilliant colours that can be seen everywhere during Diwali festivities.
The design codes established in the packaging have since been used across a wider Johnnie Walker Gold Label Reserve Diwali campaign, with Butterfly Cannon creating further visual assets to bring this to life.
“We were delighted to partner with Butterfly Cannon on this limited edition offering that perfectly captures both the warm spirit of Diwali and the celebratory ethos at the heart of Johnnie Walker Gold Label Reserve, in a fresh and contemporary way.”