Chivas Regal has been producing blended scotch Whiskies since 1909 and is known for their heritage and association with luxury. In a fast paced world where more young luxury consumers are using whisky drinking as a representation of status, Chivas Regal wanted to renew their brand identity to appeal to the new generation of whisky drinkers.
In my approach to refresh Chivas Regal, I aimed to attract younger consumers through quirky and vibrant set designs while maintaining the luxury and heritage of the brand with its signature burgundy red and shimmering goal hues. I also borrowed marketing techniques and design philosophies from the perfume industry to give Chivas a feminine touch that neutralises their original macho masculine branding.
