Johnnie Walker is celebrating British South Asian creativity with its new limited edition ‘Bold Steps’ Bottle.
Teaming up with Diet Paratha, a platform for the South Asian creative community, they’re supporting the next generation of talent in the creative industries. The bottle’s design, by illustrator and graphic designer Kushiaania, captures self-expression, feminine strength, and joy.
Kushiaania’s vibrant design reflects the Brit-Asian ‘culture-clash’ world. It’s a powerful celebration of embracing South Asian tradition with a modern twist. Growing up in Yorkshire, Kushiaania pursued a fashion degree before diving into illustration and graphic design. As a reward, she’s receiving a £5,000 cash prize and one-on-one mentoring from Art Director Manu Pillai.
Kushiaania expressed her excitement, saying, “Self-expression was an uphill battle, constantly editing myself in order to please others, working around what is deemed acceptable. Growing and allowing yourself to be your most authentic self is, in my opinion, one of the most empowering and beautiful acts of self-love we can do for ourselves. I wanted to create an illustration that was an explosion of colour and vibrancy, celebrating self-expression. No hiding, no shame and I am proud to have this opportunity with Johnnie Walker, an iconic whisky. It means a lot to take part in Diet Paratha’s Family Tree Mentoring with Manu Pillau, it’s an amazing community that has been incredibly supportive of creatives like me,”
‘Bold Steps’ will continue to support Diet Paratha, helping more British South Asians pursue creative careers. Throughout 2023, five individuals will benefit from the program’s Family Tree Mentorships.
Pranay Chandra, Head of Johnnie Walker and Single Malts, admired Kushiaania’s winning design for its bold colours, symbols of joy and strength, and its embodiment of the brand’s ‘Keep Walking’ ethos.
You can get your hands on Kushiaania’s bespoke Johnnie Walker Black Label for ‘Bold Steps’ starting May 18th at thebar.com, priced at £35.00.
