Chivas Regal's visual language is warm, golden, and classic beautiful for its core range, but too soft to signal an extra-smoky, intense expression. The smoky variant needed to feel stronger and unmistakably masculine on shelf, standing apart from the house style. The risk: push too hard toward "bold" and it reads cheap or aggressive, losing the premium equity that defines the brand.
Strategic thinking: The insight — make the packaging feel forged, not printed. Smoke, fire, and strength live in metal, so gunmetal became the core design element: cold, industrial, and masculine as a direct counterpoint to Chivas's warm gold. Rather than adding elements to signal "bold," we stripped them back letting texture, weight, and light do the talking so premium and powerful could coexist.
Creative solution: A brushed gunmetal bottle and pack with tone-on-tone embossing, the heritage crest and sword motifs re-forged in metal, and a single restrained gold accent to hold the premium thread. The result feels heavier, darker, and more intense in the hand — Chivas, unmistakably, but with fire under it.
The outcome of the project was more than just a refreshed look — it was a transformation in how the brand communicated, behaved, and connected with its audience. By creating a system that was both consistent and adaptable, the work gave structure to everyday communication while leaving space for evolution.
The design language became a unifying force across platforms, improving clarity internally and strengthening recognition externally. Digital experiences became smoother and more engaging, while the overall identity positioned the brand as confident, timeless, and ready for growth.
Jonas Richter (Creative Direction), Clara Neumann (Design Direction), Leon Weber (Art Direction), Mia Fischer (UX/UI Design), Daniel Vogt (Copywriting).
