This was my 2022 submission to the D&AD New Blood design award. My brief was to create a new design for the Chivas Regal bottle and propose a marketing strategy.

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Chivas wanted their rebrand to appeal to their new target audience of young people that were part of the hustle culture movement. Hustle culture is the idea of prioritising wealth and your career above all other aspects of your life. Knowing this, I wanted to create a unique design that people would want to flaunt, in turn that would lead a domino affect, where more people would want to purchase the product, almost like a status symbol.

 

I looked at decanters for inspiration for the bottle design. I found that decanters are often used in an ornamental fashion, which would help me to create a bottle with a unique silhouette and character that could be displayed. The bottle was inspired by The Orb of the crown jewels, with the crosses on the sphere creating a link between the logo and bottle.