Johnnie Walker is a brand of Scotch Whisky known for its wide array of blends and distinctive color-coded labels. While at Giant Spoon, I was asked to help them reenergize their brand and target a more youthful audience through a series of popup experiences. We decided to capitalize on our target demographic’s growing interest in nostalgic shopping and dining experiences by creating Walker & Sons specialty grocer. This choice was also reinforced by the brand’s history as a modest grocer in 19th century Scotland that evolved into the renowned distillery. As part of the design team, I was tasked with developing a brand identity for Walker & Sons, which included the logotype, store signage, custom packaging, and print collateral. The resulting design system takes inspiration from the timeworn retail graphics of New York’s delicatessens and corner stores. Visitors were introduced to new and delicious ways to enjoy Johnnie Walker, while being reminded of the neighborhood spirit, familiarity, and warmth that these shops embody.