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 its Gold Label Reserve blend, to engage with the thousands of people who travel each year to celebrate Diwali with their friends and family.
The design firm wanted to respect the history and traditions of the festival, while also creating a design that was a modern interpretation of Diwali and Indian visual cues, in order to disrupt and differentiate on the crowded shelves of global travel retail environments.