Reinventing Chivas Regal for a younger audience.
The brief was to reach out and attract a younger audience. I decided to change the way Chivas looked and how you could procure the whisky. I simplified the design so it was much more sustainable and made the drink available via subscription. The bottle and box are both reusable with only the label needing to be remade. I made the label sustainable by using recycled paper and a sustainable ink.
With the first purchase, the buyer would receive a free reusable canvas bag and each month their would receive an information card containing a new cocktail, which suited the client and appealed to a younger audience.
