Coley Porter Bell has designed the packaging for the newest permanent member of the Chivas Regal range, The Chivas Brothers’ Blend.
Launched this month, it is Chivas’ first new launch for five years and will be available as an exclusive in Global Travel Retail outlets. It is intended to strengthen the brand’s relationship with this all-important channel and to help position Chivas at the forefront among international travelers.
The new ‘The Chivas Brothers’ Blend’ has been created as a tribute to the founding brothers, James and John whose story began in the mid-1800’s when they first worked together at the Chivas Brothers’ Emporium in King Street, Aberdeen. Paying homage to this rich history, it is a thoroughly modern interpretation of the famously smooth Chivas style.
This unique 12 year old blend uses a carefully selected range of malt whiskies including Strathisla and Longmorn to recreate the extra smooth taste that is perfect for sharing with friends.
The main design challenge was to differentiate ‘The Chivas Brothers’ Blend’ from other Chivas variants and the existing 12 year old in particular. It was also important to convey the brand’s heritage and the story of James and John without feeling too traditional or old-fashioned.
One of the solutions to this was the selection of the colour purple – not only does it bridge the gap visually between 12 and 18 year olds, but it balances tradition and modernity whilst creating stand-out at fixture and providing a sense of authority.
Extending the brand’s visual equities beyond colour, extracts from the Chivas brother’s original royal warrant have been used to add authenticity and relate the story back to the brand’s beginnings. The brand’s iconic crest is silk screened directly on to the bottle providing a more contemporary reference back to the Chivas family.
Coley Porter Bell design director Richard Clayton said. “The Chivas Brothers’ Blend is a unique product so we wanted to give it its own distinctive identity while being sympathetic to the broader family of Chivas Regal. We’ve created a design that is vibrant and sophisticated with a strong on-shelf presence. The packaging celebrates Chivas Regal’s history but is completely relevant today and in the future.”