Chivas single malt receives Nude revamp

Chivas Brothers, the whisky division of Pernod Ricard, is poised to relaunch Longmorn Single Malt Whisky, with branding and packaging design by Nude Brand Creation.

Positioned as Chivas’s ‘super-premium’ flagship malt brand, Longmorn will be rolled out globally across travel retail, select hospitality and specialist off-trade outlets, from 1 March.

Chivas global malt category brand director Neil Macdonald appointed Nude Brand Creation to the project in September 2004, having worked with the group’s creative partner Bernard Gormley while he was at Ziggurat Brands. It is the first project that the group has worked on for Chivas.

According to Macdonald, ‘Nude helped us to understand the semiotics of a design which would encapsulate the Longmorn brand. A lot of whisky brand architecture is based on a structure [whisky age] of ten to 12 years. We refer to super premium as up to 16 years. It puts Longmorn right up there at the pinnacle. The pack and presentation is a key part of that.’

The design of the packaging takes its cue from the idea that Longmorn is the ‘best-kept secret’ in the premium malt whisky market, and features a hand-stitched leather coaster, pewter ‘authenticity label’ and a black presentation box.

A palette of moss greens and browns is a departure from the brand’s original colours of black, orange and white.