Identica updates Chivas Regal

Premium Scotch whisky Chivas Regal 12-year-old has been redesigned for the first time since 1995, in an effort to create a more modern and relevant image, while retaining an authentic appeal.

Designed by branding specialist Identica, the bottle has been radically changed. As well as being taller, it has a new silhouette at the neck creating greater on-shelf presence.

There is also larger and clearer labelling to highlight the Chivas Regal name, while the tear-off strip on the cap has been redesigned for a neater separation when the bottle is opened.

The accompanying carton is taller and has been evolved to enhance the simple elegance of its heraldic symbols.

Identica senior creative director Geoff Halpin says: “Our challenge was to unearth the unique equities in the packaging, define the relationships between them and bring them to life for the modern-day consumer.”