Chivas 12YO given contemporary new look

Chivas Brothers has given its Chivas Regal 12 Year Old expression a contemporary new design that reinforces the craftsmanship, luxury and heritage of the Scotch whisky. The brand’s last redesign was in 2009.

The new bottle 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, 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.

The outer carton has been re-designed retaining the icons that hold depth of meaning and provenance to Chivas’ heritage, and select areas have been embossed and debossed to add a texturalised element to the packaging.

Richard Clayton, creative director at design agency Coley Porter Bell, says: “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 says: “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.”

The new bottle and outer pack will start appearing on shelves this month, September 2015.

7 September 2015 - Felicity Murray The Drinks Report, editor