Chivas Regal x D&AD New Blood 2022

BRANDING, ADV, PACKAGING & PRODUCT

Chivas have been producing blended Scotch Whiskies since 1909. It is a brand that has a strong legacy and heritage built on core values of success and generosity.

But now they want to establish themselves as an aspirational status brand for a new generation of luxury consumers. They want to bring new generations to their whisky fold, with a prime focus for Chivas being the hustle generation.

BRANDING, ADV, PACKAGING & PRODUCT

Chivas have been producing blended Scotch Whiskies since 1909. It is a brand that has a strong legacy and heritage built on core values of success and generosity.
But now they want to establish themselves as an aspirational status brand for a new generation of luxury consumers. They want to bring new generations to their whisky fold, with a prime focus for Chivas being the hustle generation.

Chivas have been producing blended Scotch Whiskies since 1909. It is a brand that has a strong legacy and heritage built on core values of success and generosity.

But now they want to establish themselves as an aspirational status brand for a new generation of luxury consumers. They want to bring new generations to their whisky fold, with a prime focus for Chivas being the hustle generation.

Chivas have been producing blended Scotch Whiskies since 1909. It is a brand that has a strong legacy and heritage built on core values of success and generosity.
But now they want to establish themselves as an aspirational status brand for a new generation of luxury consumers. They want to bring new generations to their whisky fold, with a prime focus for Chivas being the hustle generation.
Chivas has been producing blended Scotch Whiskies since 1909. It is a brand that has a strong legacy and heritage built on core values of success and generosity.
But now they want to establish themselves as an aspirational status brand for a new generation of luxury consumers. They want to bring new generations to their whisky fold, with a prime focus for Chivas being the hustle generation.
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The Challenge
(or venture?)

In a fast-moving and ever-changing world, brands are constantly evolving the approach they advertise their products to reach their erratic audience. 
For a company like Chivas, identifying a new target means reflecting on its brand values, as it is clear that new generations are more confident, connected and open to change. To reflect on a generation focused on societal issues, Chivas has to take actions which drive the change that people want to see in the world.
In a fast-moving and ever-changing world, brands are constantly evolving the approach they advertise their products to reach their erratic audience. 

For a company like Chivas, identifying a new target means reflecting on its brand values, as it is clear that new generations are more confident, connected and open to change.

To reflect on a generation focused on societal issues, Chivas has to take actions which drive the change that people want to see in the world.
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Blending the brief
with purpose

After an in-depth brand purpose investigation, I discovered that Chivas Regal runs “The Venture”, a global competition for social entrepreneurs in which it donates $1 million dollars to fund projects with potential for growth and impact.
Their effort to inspire the new generation of altruistic entrepreneurs has been one of the key elements to developing the challenge set by Chivas.
After an in-depth brand purpose investigation, I discovered that Chivas Regal runs “The Venture”, a global competition for social entrepreneurs in which it donates $1 million dollars to fund projects with potential for growth and impact.
Their effort to inspire the new generation of altruistic entrepreneurs has been one of the key elements to developing the challenge set by Chivas.

Because change can only happen when everyone blends in together.

Unveiling Chivas Venture, the first prestigious blended malt whisky from the house of Chivas Regal. Crafted with a concrete purpose in mind, this new venture aims to directly support social change in local communities.

Proceeds of each bottle will be donated to The Venture®, their organisation that strives for a better future and works with local cultural leaders around the world to help communities with issues that truly matter.

Unveiling Chivas Venture, the first prestigious blended malt whisky from the house of Chivas Regal. Crafted with a concrete purpose in mind, this new venture aims to directly support social change in local communities.

Proceeds of each bottle will be donated to The Venture®, their organisation that strives for a better future and works with local cultural leaders around the world to help communities with issues that truly matter.

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Blending design, craft and taste. Leaving nothing behind.

At Chivas we believe that blended is better, especially when it comes to the different teams we work with. Chivas Venture is the result of a prestigious blend between design, craft and taste. Nothing has been left behind.
Local glassworkers and artisans from Japan and United Kingdom have joined forces to design two unique editions of Chivas Venture: Frosted Glass and Japanese Oak. The Japanese Oak is the authentic fusion of heritage, boldness and innovation as the material used preserves the prestigious taste of the Whisky over time.
Proceeds of the Japanese Oak edition will be donated to support and preserve Artisan Craftsmanship.
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Related Projects

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