Johnnie Walker Pamphlet is an innovative sales and marketing tool designed specifically for high-end department store representatives, exemplifying excellence in visual communication and strategic design thinking. Created by EGC Creative under the creative direction of Yoshitaka Nonaka, with art direction by Eriko Takahashi and copy by Koji Yoshii, this sophisticated A4-sized pamphlet system revolutionizes the traditional approach to premium spirits presentation through its unique leaflet-card format. The design, which earned a Silver A' Design Award in the Graphics, Illustration and Visual Communication Design category, demonstrates exceptional versatility through its modular structure, allowing sales representatives to customize their product presentations for individual clients. Measuring 210mm x 297mm, the pamphlet's dimensions were carefully chosen to ensure optimal portability in attaché cases while maintaining professional presentation standards. The design's innovative approach transforms the conventional price list into an engaging storytelling medium that effectively communicates brand heritage, product value, and distinctive characteristics through carefully curated visual narratives. This sophisticated marketing tool addresses specific operational challenges faced by sales representatives, particularly in managing inventory visibility and facilitating targeted product presentations. The pamphlet's design excellence lies in its ability to bridge the sensory gap between presentation and actual product experience, utilizing high-quality visuals and compelling content to convey the premium nature of the products. Implemented in Japan since September 2015, this design solution demonstrates how thoughtful graphic design can enhance business operations while maintaining brand prestige in luxury retail environments.
premium spirits marketing, luxury retail presentation, modular pamphlet design, sales tool innovation, visual storytelling, brand heritage communication
CITATION : "Adam Dawson. 'Johnnie Walker Pamphlet.' Design+Encyclopedia. https://design-encyclopedia.com/?E=446231 (Accessed on July 16, 2025)"
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