Packaging Refresh

Client Need

Chivas Regal 18, a hallmark of luxury Scotch whisky, sought to modernize its packaging to better resonate with a new generation of discerning whisky enthusiasts while preserving its rich heritage. The challenge was clear: craft a design that balanced regality, mystery, and boldness while driving standout and recognition on the shelf.

Methodology: Qualitative Evaluation

To tackle this challenge, we helped conduct comprehensive consumer research across key global markets to evaluate multiple design concepts. The approach included focus groups with Chivas drinkers around the world: deep dives into consumer perceptions of the brand and exploring how design elements—such as bottle shape, labeling, and embossing—communicated brand values and influenced purchase intent.

Four potential designs were evaluated, each offering a distinct approach to modernizing the Chivas Regal 18 packaging while preserving its iconic status.

Results

The research identified two leading designs with clear strengths and opportunities for refinement. Both designs achieved significant progress in modernizing Chivas Regal 18’s image, with respondents describing the designs as “bold,” “luxurious,” and “collectible.”

Impact

The final design, inspired by consumer feedback, delivered on Chivas Regal 18’s dual goals of modernity and heritage. Key results included:

• A stronger connection with younger, discerning consumers who value boldness and craftsmanship.

• Enhanced shelf standout and recognition, positioning Chivas Regal 18 as a category leader in premium Scotch.

• Integration of sustainable design elements, including a 25% glass weight reduction, which reinforced Chivas Regal’s commitment to environmental responsibility.

With the refined design now in market, Chivas Regal 18 has redefined its luxury appeal for the modern age while staying true to its storied legacy.