Packaging Diageo/Johnny Walker Black

I led a cooperative workshop between Hong Kong Polytechnic University and Presentation Packaging Ltd., developing premium packaging concepts for Diageo’s Johnnie Walker Black targeted exclusively to the Mainland China market. Working within a high‑value allocation of $20 USD per unit — a significant investment intended to be consumer‑absorbed — I served as Creative Lead overseeing a multidisciplinary team of 12 students across Product, Communication Design, and Advertising.

Of the program’s eight‑year history, only two concepts were ever purchased by the client; ours was one of them. Presentation Packaging selected the City Lights and Snow Globe designs, both now in production for the Mainland China market, demonstrating the commercial viability and strategic alignment of the work.