Design a limited edition bottle for Johnnie Walker Blue Label

Creators Selected On
October 2, 2017

“Thank you all for your great work. We are absolutely stunned by the amount of beautiful designs submitted. Your talent shines through in the variety of illustration styles and creative interpretations of European culture. Keep Walking.”

Angela Solkesz, Brand Manager, Johnnie Walker Europe
Johnnie Walker believes that every day is filled with possibilities. As a brand they toast the moments of progress, big and small, that inspire us to move forward every day. As humans, we are constantly inspired by our experiences and what we see around us. We are lucky to be living in Europe, a part of the world so diverse with a different culture behind every border. A beautiful blend of rich heritage and modern features. That’s what makes us great and inspires us as we progress through life.

Johnnie Walker invites illustrators & designers from around the world to submit a bottle design that pays homage to the rich heritage of Europe, and showcases it's vibrant cultural moments.

Johnnie Walker is looking for creative interpretations of defining elements from across the European region, brought together in one design which showcase the culture and key elements of the region in a way which is relevant to all it's inhabitents.

Examples of defining cultural moments and elements of cultures could be the fall of the Berlin Wall in Germany, the beautiful mountain range of central Europe, Flamenco dancers from Spain, the windmills from the Netherlands, the architecture of Eastern Europe, or the amazing alfresco food culture. Johnnie Walker wants to see a representation of the most inspiring and unmistakingly European cultural expressions across the continent, and they're looking to see visual reference to Spain, United Kingdom, Germany, Greece, the Netherlands and Poland to be included in the design, and additional countries could be represented if relevant.

Artists should use the bottle template, which can be downloaded here. A blank bottle image may also be carefully used for in-situe mock ups, downloadable here. Before starting on their design, artists should read the 'Submission Guidelines' section below.

One Selected Artist will receive £4,000 and have the opportunity for their design to be produced and showcased across limited edition Johnnie Walker Blue Label bottles sold in retail stores across Europe, and potentially receive exposure through Johnnie Walker's social channels.
submission guidelines
Before starting on your design, please read the following:
  • This opportunity is open globally to creators of at least 25 years of age at the time of entry. Void where prohibited by law.
  • Your design may be a reflection of the pan-European region, and focus on infamous elements and culture of specific countries within it. The essence and key aspects of Europe should be brought together in the one design, and be relevant to all European inhabitants.
  • Your design should include visual references relevant to these 6 countries as a minimum: Spain, United Kingdom, Germany, Greece, the Netherlands and Poland. Reference to additional countries could be included in the design if desired.
  • Blue tones should form the base of any design. Gold can be used to highlight elements and a maximum of 3 other colours is permitted for smaller details. Blue tones should represent 90% of the design, with 10% comprising of gold, white and accent colours. Bottle label is Pantone 289, however inclusion of this specific colour in the design is not mandatory. More colour pallet guideline details can be downloaded here.
  • All designs should be in line with the bottle design guidelines provided, and only cover the three (3) sides of the bottle indicated on the illustration area in the guidelines. Please note the forth side of the bottle will only be used for mandatory branding, and the final design will be a full bottle print, not just a label.

  • Designs may use the blank bottle image to produce in-situe mock ups downloadable here. Mock up designs may be submitted however full layered files will be required pending selection.
  • Designs must not include or allude to alcohol drinking scenarios or dangerous situations.
  • Designs should comply with the Diageo Marketing Code.
  • Busy and over-complicated designs don’t typically print well on glass material so please keep that in mind when creating your submission.
  • Do not use any reference to children.
  • Designs should not include photography.
  • Designs should not include images of real people, but feel free to draw them (e.g. flamenco dancer).
  • Designs must comply with landmark copyright or service marks of a third party or any location.
  • Each design should be accompanied by a small written caption in English explaining the inspiration and design. This information should be included in the 'description' field of your submission.
about johnnie walker
Johnnie Walker® is the world’s number one Scotch whisky brand, enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavour and quality above else.

Six generations of skilled Master Blenders have pioneered and crafted bold new flavours that have transformed a small Scottish grocery store business, founded in 1820, into an international whisky business selling stylish, authentic, and iconic blends.

Johnnie Walker Blue Label echoes this heritage, with each cask handpicked from thousands by master-blenders, it is the pinnacle of blending. This luxury product has a long history of limited edition bottle design, which captivated our vibrant European culture in an eye-catching way. For 2018 Johnnie Walker Europe are looking to launch a new beautifully decorated bottle, that reflects the vibrant culture of Europe, and represents pure craft and progress.

the career opportunity
One Selected Artist, as chosen by Johnnie Walker and Diageo, will:
  • Have their design potentially produced and showcased across limited edition Johnnie Walker Blue Label bottles sold in retail stores across Europe
  • Receive potential exposure for their work across Johnnie Walker's social media pages
  • Receive £4,000
Creative Invite Guidelines
  • This opportunity is open globally to those who are at least 25 years of age at the time of entry. Void where prohibited by law.
  • Limit ten (10) submissions per artist or artist team.
  • Artists should retain their original artwork files in the highest quality possible but designs must be submitted in JPEG or PNG, max size 10MB. No photography please.
  • Please use the design guidelines provided here. A blank bottle image may also be carefully used for in-situe mock ups as long as it confirms to the specs set out in the design guidelines, downloadable here. Examples of other Limited Edition bottles available to download here.
  • Artists may show three (3) angles of their design using the provided template (e.g. frontal view, side view or back view).
  • Artwork must be original (meaning not using third party pre-existing copyright materials or stock imagery) but can be pre-existing or created especially for this opportunity.
  • Please read the "SUBMISSION GUIDELINES" above carefully.
  • Designs should refrain from depicting or referencing any polarising political symbols or moments.
  • Artists must ensure that their work complies with the Diageo Marketing Code or it may be removed or will be ineligible.
  • The selected submission may be modified in collaboration with the Selected Artist to accommodate production requirements.
  • Artists that are not selected will not give up any rights to their work, however Johnnie Walker has the rights to promote their work on their channels in connection with this Creative Invite for three (3) months after the Selected Artist is announced. All artists will be credited accordingly.
  • Selected Artists will have to sign a Copyright Assignment form which assigns ownership of their work to Johnnie Walker for global usage. The selected design can still be used for artist's own portfolio purposes with credit given to Johnnie Walker as the source.
  • Artists must join Talenthouse using an active email address in order to ensure they can be contacted should they be selected.
  • The Selected Artist must respond to Talenthouse within two (2) days of receiving the notification email or else will forfeit all incentives.
  • Talenthouse reserves the right to remove inappropriate, offensive and harmful submissions as well as submissions that do not fit the brief, guidelines or Official Rules.
  • No purchase necessary to enter.
Diageo and Johnnie Walker will select from all qualified submissions. A qualified submission is one which meets all the Terms & Conditions, Guidelines and Official Rules.
Key Dates
  • Launch:
    August 3, 2017 at 10:00 AM
  • Submission Deadline:
    September 7, 2017 at 10:00 AM
  • Selection Period Starts:
    September 7, 2017 at 10:00 AM
  • Creators Selected:
    October 2, 2017 at 10:00 AM
All times are in Pacific Time.