Johnnie Walker is iconic for it’s labels
– Red Label, Blue Label, Gold Label.

But society labels are becoming problematic – they can create misunderstandings and stereotypes, resulting in unrealistic expectations, or expecting less from someone despite what they are capable of. It’s boxing someone into one label, when they identify with many.

Younger generations are starting to remove labels, letting who they are, dictate what they present to the world, being themselves, without labels.

You can identify someone without a label.
And Johnnie Walker is so iconic,
you can identify it without one too.

(This project never went to market).