What makes a brand iconic? Everything.
The Chivas Regal brand was inconsistent in international markets. The bottle said luxury, but when you went beyond the pack it was a different story.
Chivas Regal had a problem. In many markets around the world there was a disconnect between the luxury credentials of the packaging and the off-pack brand identity. Different markets were doing different things, there was little guidance and no brand bible. When we became global brand guardians, we set about putting this right. First, we used Visual Planning™ to define the brand’s essence and design principles. Then we crafted a new logo marque and brand motif. Next, we compiled a brand world to inspire, guide and motivate creativity across all Chivas Regal’s markets. It extended to all touch points of the brand, from experiences and brand spaces to merchandising and activation materials. We also provided a consultancy service that offered guidance on assets produced locally to ensure a consistent look and feel, and optimum quality worldwide.
Local markets from Vietnam to Russia embraced the new thinking. The new brand world helped Chivas Regal affirm its status as an iconic luxury brand.
Strategy and Positioning
Innovation and NPD