Crafting the taste of umami.

Johnnie Walker wanted a Blue Label expression built around umami, a sensation almost no spirit had tried to express. The challenge was to make something intangible feel premium without losing the brand’s heritage.

I led the creative direction around a single narrative of discovery and depth, and kept it consistent from concept through design to execution. Working with strategy, production and chef Kei Kobayashi, we built a refined world that balanced complexity with restraint. It showed that Blue Label can evolve and remain unmistakably itself.