New Johnnie Walker Blue Label limited edition design for Year of the Snake is second design created by influential visual artist
Johnnie Walker, the world’s number one Scotch Whisky¹, today unveils a vibrant new Lunar New Year Limited Edition design for Johnnie Walker Blue Label, crafted by acclaimed Asian-American visual artist James Jean, one of the most influential in the world.
The vivid design for the Year of the Snake features an innovative and dynamic interpretation of 2025’s Zodiac animal and marks an extension of the collaboration between Johnnie Walker and James Jean, following last year’s hugely popular design for the Year of the Dragon. His new design for 2025 symbolizes an auspicious ambition for constant progression and self-reinvention, reflecting the values at the heart of Johnnie Walker.
Regarded by many as the most enigmatic of all Zodiac animals, the snake is renowned for the ability to renew itself. Reimagined by Jean, three snakes representing three attributes of wisdom, intelligence, and intuition, are surrounded by blooming flowers, shedding their skins to embrace the next chapter in life.
Just as Johnnie Walker Blue Label keeps evolving and transforming over the course of its history, the Year of the Snake symbolises the courage and agility needed to shape a promising, new future. This limited edition design pays homage to the traditions of Lunar New Year but adds a future-facing design twist.
James Jean says: “I portrayed the snake shedding its skin to represent the idea of renewal and growth. The three snakes symbolize the attributes of wisdom, intelligence, and intuition, while also representing the past, present, and future. The snakes are constantly growing, transforming, and adapting to changing conditions.”
Born in Taipei and raised in New Jersey, James, who attended the School of Visual Arts in New York, adds: “With Johnnie Walker Blue Label Lunar New Year, we wanted to create a snake that felt different, new and innovative – respect for the past but also looking into the future with optimism; in the same way that Johnnie Walker stands for progress through that incredible Keep Walking spirit.”
Renowned for his ability to work across multiple genres with an imaginative and multifaceted approach to image making, Jean fuses contemporary subjects with aesthetic techniques inspired by traditional Chinese scroll paintings, Japanese woodblock prints, and Renaissance-style portraiture.
Currently living in Los Angeles, Jean, sought inspiration for his designs from the layers of incredible flavour that Johnnie Walker Master Blender Emma Walker and her team bring to Johnnie Walker Blue Label – a whisky made using some of the rarest whiskies from the unparalleled Johnnie Walker reserves of maturing Scotch, including some irreplaceable casks sourced from long-closed ‘ghost’ distilleries.
Johnnie Walker Global Brand Director, Jennifer English, says: “James Jean’s stunning portrayal of the snake for the Johnnie Walker Blue Label Lunar New Year 2025 collection masterfully intertwines tradition and innovation. Just as Johnnie Walker embodies progress with our Keep Walking spirit, Jean has brilliantly woven a connection between heritage and forward-thinking vision.
“His snake design represents transformation and resilience, reflecting both the legacy of our brand and the promise of the future. We’re excited to commemorate the Year of the Snake with this remarkable, limited edition design that is perfect for celebrating this year’s festival.”
James Jean also designed incredible illustrations for the Lunar New Year John Walker & Sons XR 21 Year Old Limited Edition Design. Johnnie Walker Lunar New Year Limited Edition Designs are available in selected markets globally.
The Johnnie Walker campaign for the new Lunar New Year Designs was created in collaboration with James Jean and GUT Amsterdam, the newly appointed Global Culture Agency for Johnnie Walker, featuring films celebrating the Year of the Snake, embracing transformation and renewal.
¹ IWSR 2023
Source: Johnnie Walker
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