The Brief

Diageo wanted a sustainable, stylish, and practical solution for managing entry at their flagship Johnnie Walker Princes Street visitor attraction centre in Edinburgh. Wristbands needed to:

• Reflect the premium Johnnie Walker brand
• Support different colourways to segment visitor experiences
• Be eco-conscious, aligning with Diageo’s sustainability commitments
• Be UK manufactured, reducing supply chain footprint

The Swell Solution

We created a vibrant collection of RPET wristbands, crafted from recycled plastic bottles, manufactured here in the UK. Each wristband was colour-coded, allowing the team to guide guests through tastings, tours, and exclusive experiences at Princes Street.

• Eco Materials: RPET fabric made from ocean-bound plastic, giving waste a second life.
• Wave of Colours: Multiple colourways – from classic green to sunset orange 🌅 – making it easy to distinguish experiences.
• Premium Branding: Each wristband was finished with the iconic Johnnie Walker striding man logo and Princes Street hashtags for maximum social shareability.
• Comfort + Durability: Designed for all-day wear without irritation – perfect for guests exploring every level of the attraction.

The Impact

• Visitor Flow: Smooth movement of thousands of guests through multiple premium experiences.
• Sustainability: Reduced virgin plastic use, replacing it with recycled materials.
• Brand Visibility: Wristbands doubled as wearable souvenirs, extending Johnnie Walker’s brand presence beyond Princes Street.
• On-Trend Aesthetic: With bold colourways, the wristbands became part of the visitor’s storytelling on social media – a splash of colour in every share 📸.

Why It Matters

In a world where brands are judged by their environmental impact, Johnnie Walker stepped up to the wave 🌊 – choosing UK-made, RPET wristbands that match their premium identity while helping protect our oceans.

This project proved you can ride the sustainability wave without losing style – premium eco-merch that’s practical, colourful, and makes an impact.

Surf’s Up Takeaway

Premium brands can lead the charge in eco-friendly merchandise by making sustainable swaps that are as stylish as they are responsible. Johnnie Walker’s Princes Street wristbands show how to combine function, fashion, and eco-impact – a true swell solution.