Johnnie Walker



Johnnie Walker’s Striding Man is among the world’s most recognised brand icons but was lacking the craft needed to cue luxury status for brands today. It was time for the Striding Man to evolve with the times.


We felt the answer was to bring more of Johnnie Walker’s personality out in our Striding Man. When executing this it was essential we did this by adding character while preserving recognition. Our process saw us mine Johnnie’s archives to discover what had defined the brand and its icon over time. The new look we gave him was inspired by the enduring charisma, charm and elegance of the modern dandy. We commissioned renowned illustrator Gary Redford, whose timeless style was the perfect fit for the brand to bring our vision to life. We’re proud to say the crafted nuances we’ve added truly bring out this historic icon’s magnetic personality.


Our new Striding Man has been completely embraced and rolled out globally across all markets.