Chivas Regal packaging gets Creative Leap makeover

by Beth McLoughlin, Brand Republic 04-Oct-06, 08:10

LONDON - A container modelled on a cigar tube is the innovative new packaging created by Creative Leap for Chivas Regal 12-year-old whisky.

The secondary packaging is designed to go with the bottle to create a gift pack aimed at the Christmas market and other key dates.

The agency says the design gives the Chivas Regal 12 a strong shelf impact. The new packaging has been created to help give Chivas Regal the edge in the market battle with rival Diageo's Johnnie Walker Black Label.

Trevor Bradford, project director and a founding partner at Creative Leap, said: "Creative Leap's response to the brief is a marriage of classic crafting with contemporary styling. The highly innovative and modern structural form takes its reference point from outside of the spirits category and is, in fact, inspired by a cigar tube."

He added that the chunky base "communicates masculinity" and the heraldic devices, taken from the standard Chivas Regal carton, have been translated into debossed "hallmarks" as way of expressing product quality.

The silver substrate, a key part of the Chivas Regal brand identity, is used in a very contemporary way yet still reflects the nobility and masculinity at the heart of the brand.

Bradford said: "The Chivas Brand flag, which communicates the all-important age statement, is embossed and brings the traditional underpinnings of the brand into play. Side of pack copy communicates the product tasting notes supported by full images of the bottle and the source of the water used to make the product."

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