Orbit Design were asked by Diageo Reserve to bring the XR21 variant (previously launched in 2010) now under the new John Walker & Sons brand to life, in their On and Off Trade environments. There were some careful considerations which had to be incorporated, the first was to ensure that the design language integrated the modern interpretation of Art Deco. XR21 was created to celebrate the knighthood of Sir Alexander Walker, which took place around 1920. The rationale to bring the Art Deco forward to the current date required through research in order to raise the innovative/ groundbreaking positioning of the brand way above the other competitors.
The rare, crafted 21 year old liquid is synonymous with the brands key message of triump, pride and stature. The units along with the campaign visual showcase the modern whisky inspired by a true pioneer to celebrate distinguished honor and success today while echoing a whisky golden age of the past.
The outline of the bottle itself is reflected in the aperture created where the merchandise is displayed. The appearance of the liquid, a shady deep gold flecked with lighter hints that give way to a smooth lighter brown can be seen on all the activations surface finishes. The lighting reflecting off the matt, satin and polished gold surfaces can give the illusion of these different shades of gold. The American wood material reference from the aged oak, individual casks are apparent, as the flooring material as seen on the HPP and Concourses.