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As the world’s first luxury whisky,exported world-wide and drunk by the global elite at the turn of the 20th Century, Chivas Regal wanted to leverage its luxury credentials by creating a new flagship product. We were tasked with developing the positioning and identity for the pinnacle of the Chivas Regal range, retailing at 3,500 USD.

The challenge was to get to the very essence of the brand’s visual DNA. We wanted to understand what elements could be leveraged in a luxury context to ensure credibility amongst the likes of Louis XIII and Richard Hennessy cognacs, whilst also retaining a sense of Chivas-ness.

The design is a modern tribute to the brand’s illustrious past – the green crystal decanter in particular, but also the touches of red throughout the packaging, the reference to the ship on the badge and the presentation case pay a contemporary homage to the iconic green bottle of 1909 and the brand’s export story. Chivas Regal The Icon is a suitably luxurious and elegantly crafted pinnacle for the world’s first luxury whisky.

"It has been a wonderful challenge to develop the pinnacle of the Chivas range. We have taken our brand learnings accrued over the years and distilled this down to the very essence and visual DNA of the Chivas Regal brand. We’ve then married this with our luxury knowledge and experience of working in the ultra-prestige spirits world to create something which stands out from the crowd. Chivas Regal The Icon exudes contemporary elegance whilst acknowledging the brand’s luxury past."

Richard Clayton, Creative Director Coley Porter Bell