Chivas Regal
Chivas Regal is a blended scotch whisky manufactured in the Strathisla Distillery, Scotland. The client’s request was to design luxury packaging for their newest blend of whisky, Flex Scotch, created for the next generation of young hustlers.
Chivas’ current branding relies on gold and its association with wealth and success, which I felt was an outdated and overused feature which needed replacing in order to transform it into a timeless brand. Silver appears more modern and compliments a wider colour palette, making it a versatile colour to work with in terms of design. Similarly associated with wealth, it still allows the brand to be seen as luxurious, but in a subtler way that makes it appealing to a broader audience, which should result in an increase of whisky sales.
Legend has it a sleeping party of Scottish warriors were saved from ambush by an invading Norse army, when one of the enemies trod on a thistle. His anguished cry roused the slumbering warriors vanquished the invaders and adopted the thistle as Scotland’s National Flower. It is a proud symbol of Scotland to this very day, hence becoming Flex Scotch’s official emblem, to honour Chivas’ country of origin. Purple is not only associated with thistles, but it is also associated with the characteristics of individuality, creativity and futuristic, which all communicate that Flex Scotch is a unique blend that stands apart from its competitors. It brings a fresh identity to the Chivas Regal line of whiskies and will stand its ground.
I chose a bold font as Flex Scotch’s primary typeface to relate the strength of Scotsmen to the strength of the whisky’s taste, as well as to grab people’s attention. To put that font to good use, I created a four-fold leaflet that would fit into the packaging alongside the bottle, which gives customers an insight into Chivas’ history and how the brand is going to be around for many more years to come. As well as that, a set of eight branded coasters will also be within the packaging, so customers definitely get their money’s worth.