A modern brand refresh for a luxury whiskey company & product concept

Chivas Regal is a D&AD New Blood Awards project that required a brand refresh for the new generation of “hustlers” that consume luxury spirits. The challenge emphasised on the need of a new identity that is more modern, forward-thinking, and inclusive. Requirements were to create an aspiring identity using the original brand foundation as well as creating new packaging that can stand out on its own.

Solution

The aim for the whiskey rebrand is to create a version that celebrates modern day entrepreneurs and promotes a contemporary lifestyle, pushing a change from the traditional ways of promoting luxury spirits and opening itself to a younger market. The brand still retains a sense of pride and originality of the primary identity whilst creating a character that isn’t focused on a particular audience but is broadly promoted for all. It is simple yet trustworthy and inviting.