Innovation and Recognition

Other iconic work: Ore Ida, Del Monte, Levi's, Cotton Natural Blend, Bank of America, Frito Lay and World Wildlife Foundation

In 1955, the owners of Stitzel-Weller Distillery wanted to market a Christmas decanter for their Old Fitzgerald bourbon. Walter required his team of designers to go beyond the basics and take the decanter concept in new directions. The final design, called Candlelight, achieved popularity not only because of its contemporary look but also for its innovative utility. Arrowhead & Puritas of Los Angeles, a leader in bottled water for commercial venues, wanted to introduce half-gallon glass bottles to the home and restaurant market. The “tilt bottle” Landor developed, which had two flat surfaces, did not have to be lifted to refill an empty glass, nor did it require a handle to be passed from person to person. The design’s main advantage, Walter stressed, was that “the user-by tilting the bottle-[could] pour without lifting.” The design increased product recognition and resulted in greater sales for Arrowhead & Puritas while providing Walter with awards and critical acclaim.