Crafting the taste of umami.

Johnnie Walker set out to introduce a new Blue Label expression inspired by umami, an abstract, sensory idea rarely explored in spirits. The challenge was to translate something intangible into a premium, culturally relevant experience, while staying true to the brand’s heritage and craftsmanship.

I led the creative direction, shaping a clear narrative around discovery and depth, and ensuring the idea translated consistently across concept, design, and execution. Working closely with strategy, production, and chef Kei Kobayashi, we built a refined world that balanced complexity with restraint. The result positioned Elusive Umami as more than a product launch, a confident expression of Blue Label’s ability to evolve while staying unmistakably premium.