CHALLENGE

To find a way of presenting the brand’s rich tradition and quality that re-engages the hearts and minds of contemporary consumers, without alienating existing long-term devotees.

INSIGHT

We found that no one disputed Chivas’ quality and standing, but many viewed it as “not a brand for me”. The core challenge was to make the look and feel of the brand more accessible.

SOLUTION

The new visual identity retains the brand’s hallmarks but in a very contemporary, elegant style. The most noticeable change was the shape of the bottle, taller with a new silhouette at the neck, reminiscent of the shape of a whisky still. We made the label larger too, putting the Chivas Regal name proudly on show.

Client

Pernod Ricard

Sector

Alcoholic beverages

Region

Global

WHAT WE DID

Brand strategy, brand architecture, brand identity, packaging design.