The first in the series launches this week, and has seen the consultancy team up with Grenson shoemaker Tim Little to create a limited-edition gift tin featuring a deconstruction of a handmade men’s brogue shoe.
This is the third limited-edition gift tin NB Studio has created for Chivas 12 Regal, and marks the start of the new Made For Gentleman concept, which the consultancy says is inspired by the Live With Chivalry brand motto.
The concept will run for a three-year time period, with a different collaborator helping create the packaging each year. NB Studio is currently working on the second in the series, and at a very early stage of the third.
Alan Dye, creative director at NB Studio, says, ‘We were briefed to come up with a theme that had longevity, so we came up with the Made For Gentlemen concept, and each year we’ll collaborate with different people within the world of men.’
He adds, ‘We went to Tim’s factory in Northamptonshire and saw all the hand-made patterns that form a brogue. We loved the abstraction. It isn’t too clichéd or literal – a big word for Chivas is “disruption”.’
The limited-edition launch is supported by a number of other promotional items including a printed publication, which NB Studio says is inspired by publications such as online menswear store and magazine Mr Porter.
The Grenson packaging will not show the new branding created by SomeOne, as this has not yet come into use.