Coley Porter Bell Develops New Packaging for Chivas Regal

09 Sep 2015 --- Strategic branding consultancy Coley Porter Bell has unveiled its latest project with Chivas Regal – the world’s first luxury whisky – a new contemporary design for Chivas 12 Years Old. The new bottle and outer carton is set to roll out globally this month and reinforces the craftsmanship, luxury and heritage of the iconic Scotch whisky.

The new design retains its round generous shape for which it is renowned, while its shoulders have been raised higher to reflect the brand’s pride as one of the world’s leading Scotch Whiskies. The brand signifier – based on a Celtic luckenbooth – is now included as a more prominent, organic feature of the bottle, and the signatures of founders James and John Chivas have been added to the glass to display the value of brotherhood at the heart of the brand. The label has evolved to present a simplified and more vibrant look.
Coley Porter Bell also re-designed the outer carton which retains the icons that hold depth of meaning and provenance to Chivas’ rich heritage. Emblazoned with detailing of the brand, select areas have been embossed and debossed to add a texturalised element to the packaging.

The agencies bespoke Visual Planning was a key factor for the development of the packaging as Richard Clayton, Creative Director at Coley Porter Bell comments: “We needed the new design to embody everything that Chivas stands for; representing generosity, brotherhood and luxury in a fresh and contemporary way, without losing the craft and heritage that is also vital to the brand. Our task was two-fold: to develop and build the many iconic Chivas equities to make them work harder whilst ensuring a connection to what had gone before - it still had to be recognisably Chivas 12; and also attract the new 'modern gentlemen' to the brand. The overall design is fresher, brighter, and more dynamic and the detailing, such as mixing finishes and textures adds depth, layering and a true sense of quality craftsmanship.”

International Brand Director for Chivas Regal, Richard Black, added: “The new design successfully demonstrates Chivas Regal’s ability to carry forward years of brand heritage and craftsmanship in a way that is appealing to modern whisky drinkers. For many, Chivas Regal 12 Year Old acts as an entry point to the brand so it is a tremendous opportunity for us to grab their attention. We have conducted extensive consumer research and are excited to present a new modern look while maintaining our craftsmanship and timeless luxury values.”

“We are exceptionally proud of the work we've done on Chivas over the years, but the refresh of Chivas 12 was a particularly exciting challenge,” concluded Clayton.
Chivas Regal is one of two global icon brands within the Pernod Ricard stable - Absolut Vodka is the other. Chivas 12 Years Old is the most important product within the Chivas Regal portfolio selling some 4.4m cases per year in 150 markets around the world. The new positioning will be instrumental to both the brand and the parent company.

Coley Porter Bell, has worked with Chivas Regal for many years, and has been responsible for developing the brand’s entire range including; The Chivas Brothers’ Blend, Chivas Regal Extra, Chivas 18, Chivas 25 and more recently Chivas Regal The Icon.