Chivas Regal - BVI

Action: Chivas was firmly rooted in traditional values with an ‘old whisky’ visual language; slow, formal and conforming to tired ideas of luxury. The brand was lacking relevance and alienating an emerging consumer base with huge potential.

Reaction: A new global BVI which reimagines what a Blended Scotch Whisky can be, and how it can be made relevant to today's young urban professionals. We developed a new global BVI toolkit to ensure consistent brand expression across multiple markets and channels.

My role: Creative Director/Designer/Retoucher/Experiential