Chivas Regal is considered the world's first luxury whisky. It was the first Scotch to be exported to the rest of the world in 1909 and became the iconic whisky of its time, drunk by the global elite.
Fast forward just over one hundred years and Coley Porter Bell were tasked with developing the positioning, visual identity and packaging for a new ultra-prestige product that would serve to enhance Chivas Regal's luxury credentials. As a permanent expression representing the pinnacle of the range (retailing at US$3,500), their challenge was to get to the very essence of the brand's visual DNA. To deconstruct its qualities and re-imagine them in the purest, most sublime form. They needed to look backwards in order to look forwards and in doing so, they struck upon their inspiration - the original 1909 bottle - an icon of its day. The design pays tribute to the brand's illustrious past - the green crystal decanter in particular, but also the touches of red throughout the packaging, the reference to the ship on the badge and the presentation case pay homage to the iconic green bottle of 1909 and the brand's export story. The agency worked closely with a leading luxury cabinet-maker and the master craftsmen at Dartington Crystal. Each decanter is mouth-blown and hand finished.
