Fresh off his 2024 Year of the Dragon design collaboration, acclaimed artist James Jean has reunited with Diageo’s iconic Scotch whisky brand, Johnnie Walker Blue Label, to create a limited-edition label and packaging—this time to honor the Lunar New Year and the upcoming Year of the Snake.
Jean is renowned for blending modern themes with artistic techniques rooted in diverse traditions: traditional Chinese scroll paintings, Japanese woodblock prints, and Renaissance-style portraiture all influence his work. Eager to offer a fresh, one-of-a-kind take on the snake (a key figure in the Chinese zodiac), he crafted a design that nods to heritage while feeling distinctly forward-looking (for more creative packaging ideas, check out our curated roundup).
According to the team behind the collaboration, the new Year of the Snake design “embodies an auspicious drive for continuous progress and self-renewal—values that sit at the core of Johnnie Walker’s identity.”
In many cultural contexts, the snake is closely tied to themes of renewal. For his interpretation, Jean included three snakes, each representing a key trait: wisdom, intelligence, and intuition. The snakes are set against a backdrop of blooming flowers, and their shed skins are visible—symbolizing a willingness to let go of the past and step into a new chapter. This imagery, Jean notes, mirrors Johnnie Walker Blue Label’s own legacy of evolution and transformation throughout its history.
Jean’s background reflects a mix of cultural influences: he was born in Taipei, raised in New Jersey, and studied at New York’s prestigious School of Visual Arts. He now calls Los Angeles home.
“I chose to depict snakes shedding their skins to illustrate the ideas of renewal and growth,” Jean explains. “The three snakes don’t just stand for wisdom, intelligence, and intuition—they also represent the past, present, and future. Snakes are creatures that constantly grow, adapt, and transform with their surroundings, and that’s a message I wanted to highlight with this design.”
