Johnnie Walker has introduced a new way to savour its Gold Label Whisky—Serve Chilled. The French design agency QSLD Paris has been selected to create the outer pack dedicated to this new tasting.

Freeze your bottle and put it into Johnnie Walker Ice Pillar. It will keep your bottle cold and will allow you to extend your chilled relishing. “To make this new consumption ritual visually conveyed, we have symbolized gold confined into ice. The Ice Pillar keeps Gold Label bottles frozen,” commented Denis Boudard of QSLD.

The inner box is inspired by frosted gold leaves and symbolizes Gold Label. The outer box is transparent, it depicts the ice wrapping the item. Composed of several parts, Johnnie Walker Gold Ice Pillar is covered by a metallic gold anodized ring. The logos are embossed out.

This ring repeats the slanting dynamics of Johnnie Walker Gold’s emblematic label. It makes the product and the brand immediately identifiable and is also used for closing the case.