The 2025 John Wick Franchise Packaging Style Guide

Promotional text for a movie or show titled "Joink" with the subtitle "Test letterforms like you test a gun." The word "Joink" is stylized with a silhouette of a figure holding a gun in the middle of the word. The phrase "Coming Soon" is at the top.

The work began a few years prior to the packaging guide with a logo study. The objective was two fold - could the John Wick logo be locked up with a character icon and can we create a unified design for all chapters?

Sheet with four designs for the name 'John Wick' in different font styles, each labeled with 'Coming Soon' and 'Test Letterforms Like You Test A Gun.' The bottom right design features a silhouette of a person aiming a gun.

Collage of promotional images for the John Wick film series, featuring Keanu Reeves, Michael wears suits with various backdrops, shattered glass, and franchise branding.

The introduction of a character icon was interesting. It does bring a “Bond” feel to the logo but this is John Wick and we want to maintain its own look. The gun is very iconic to the John Wick character. In the end it was decided that a bold typographic sans graphic look was best for the property. Below the type logo was placed into previous theatrical branding posters to test its ability to create a through line in the design and applications.

A promotional poster for the movie 'John Wick 4' featuring Keanu Reeves, with a shattered glass effect and dark background.

The logo below was selected for The 2025 franchise packaging style guide application. The logo has baseline and stacked varients.

A neon-lit poster of the movie 'John Wick' featuring Keanu Reeves with wet hair and a serious expression, set against a vibrant, symmetrical background with skulls and chains.

Each of the John Wick chapters is known for its dramatic color schemes. The creative direction for the packaging trade dress was to bring that dramatic colorway to the forefront.

Digital artwork of John Wick with neon purple and blue colors, featuring a stylized face and text 'John Wick' in bright neon style.

Action figure of John Wick holding a knife, standing next to its packaging box with stylized artwork and text.

The guide offers option such as options with and without character art. Additionally there are examples that push the structure design of the blister card packaging. From a straight forward utilitarian design to a more bespoke custom iteration.

Various John Wick merchandise displays, including hanging cards with character artwork and a clear plastic display box for products.

A diecast model of a 2011 Dodge Charger:22 in a black display box with blue and purple artwork of John Wick and his likeness, featuring the text 'John Wick Chapter 2' and 'Charge: 22'.

We love designing packaging there is no better way to say it. Having the opportunity to put our passion into such a fantastic property is a perfect storm in the best possible way. Thank you for taking a look!