Branding and Packaging for Chivas Regal
To Futureproof Chivas Regal
Chivas Regal have asked to make their brand futureproof. They wanted to continue their luxury side of the brand and for the upcoming project to be aimed at the next generation of hustlers (18-25 year olds). They want to express that ‘you’ve made it’ because you are drinking Chivas Regal.
Blender Design.
I designed a bottle design for Chivas Regal Impact Hour in Blender. The front of the bottle represents the masculine side of Impact Hour, looking strong and bulky and the back of the bottle has a more feminine hourglass shape. There is an hourglass cut out of the bottle so you can see through the glass and watch the whiskey pour out, it also lets you gauge how much whiskey you have left in the bottle.
Cork and Glass stoppers.
From research I learnt that Chivas Regal bottles come corked and sealed. To make the bottle feel more luxurious and personal to the user, they will come with a glass / metal stopper in the box. Once the user has taken the cork out of the bottle they can place the stopper in the bore of the bottle to keep the whiskey fresh.
Print Advertisement.
Magazine advertisement can be an effective way to gain attention from new husslers, business men and women. Business men and women are most likely going to read about what is happening in todays world to find out what is new and upcoming so they can be ahead of the game. This double page spread is simple but effective.
Box Packaging.
Wrapping the box in leather may make the user feel more empowered as leather is known to be a high end product. The glass stopper has its own separate draw in the base of the box. The side of the box has an hourglass shape cut out so the customer can see what part of the bottle looks like from the outside which may be more of an incentive to buy it. The container door will shut using strong magnets inside the leather.
A short 30-second advert
Digital Advertising.
I think that it is important to advertise Impact hour by film to gain attention of new hustlers. As they are walking through the city they may see it on big digital billboards making them feel more empowered as they walk down the street or it may make them buy it to complete that feeling of ‘they’ve made it’. This advert could also be used as a TV advertisement.