Introduction
Refining and crafting global packaging and brand communication
materials for Chivas Regal 12.
Challenge
Chivas Bros, owned by Pernod Ricard, wanted to shake off fusty,
old-fashioned perceptions and reinforce Chivas Regal 12's position
as a market leader. Already one of the world's leading premium
blended whiskies, Chivas Bros wanted it to be number one in the
increasingly competitive deluxe market, particularly in growth
areas such as Russia, China and South Africa. We needed to appeal
to the world's diverse markets whilst universally communicating
contemporary luxury.
Solution
We liken our approach to this brand to cleaning a precious old
master, carefully revealing the existing treasure beneath the
surface. With our big brand idea of 'Exuberant Luxury', we
sensitively refined and crafted the 3D bottle structure, 2D
branding, point of sale material and merchandising, bringing Chivas
Regal 12 up to date and boosting its premium status. Following this
success, we created a limited edition gift pack in collaboration
with architectural sculpture artist Evan Douglis, which prompted
all markets, including China, to use the same gift tin for the very
first time. The Centenary Edition was exclusive to travel retail
and captures the spirit and experience of luxury travel with its
vintage steamer trunk associations. Chivas Regal 12 now benefits
from a fully integrated brand world supported by technical
expertise and crafting.