Luxury customisation has traditionally been limited to simple engravings. Our brief from Johnnie Walker and Diageo’s Breakthrough Innovation team was to redefine this journey by creating the world's first AI-enabled whisky personalisation experience. We set out to give drinks fans a truly individualised, never-to-be-replicated keepsake.

As the lead designer, my focus was transforming the transaction into a meaningful co-creative act. Working directly with renowned Scottish artist Scott Naismith, we trained an AI model on his entire art catalogue to capture his vibrant style authentically. Hosted at the Edinburgh flagship store, we invited enthusiasts to answer personality-based prompts via iPad touched based experience. The AI seamlessly blended their profile with Scott’s colourful abstractions, generating bespoke, one-of-a-kind designs. Visitors explored these options on a custom 3D model before their chosen artwork was printed instantly in-store.

The project was a massive commercial success, moving luxury packaging into the era of digital co-creation. The activation completely sold out, driving an incredible 113% year-on-year sales uplift for Johnnie Walker Blue Label. It also captured global attention, generating over 12 million press views and earning a stellar 9.7/10 rating from Trend Hunter.