Also known as the “Festival Of Lights,” Diwali is the largest Indian festival and is celebrated worldwide. The Johnnie Walker team asked Butterfly Cannon to create a culturally relevant and giftable 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. The solution: a contemporary twist on traditional Rangoli artwork – intricate patterns made from colored 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 stylized 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 vibrant colors 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.