Chivas Regal The Icon brand, by Coley Porter Bell

Coley Porter Bell has developed the brand identity and strategy for Scotch whiskey Chivas Regal’s new product The Icon.

The design includes a green crystal decanter, which aims to mimic the original Chivas Regal bottle created in 1909.

The packaging’s use of the colour red and ship imagery allude to the brand’s export history, the consultancy says, while the presentation case aims to replicate a portmanteau leather travelling bag.

Each decanter is hand-blown and hand-finished with metalwork, and includes a presentation stopper that features a luckenbooth – the brand’s icon, which is a Celtic symbol of friendship and love.

Richard Clayton, creative director at Coley Porter Bell, says: “Chivas Regal The Icon exudes contemporary elegance while acknowledging the brand’s luxury past.”

Coley Porter Bell has previously helped to develop other products in Chivas Regal’s portfolio.

CPB Chivas Icon Bottle Box A5