Chivas Regal Identity - traditional values, contemporary execution

When Pernod Ricard bought Chivas Regal from Seagram, their research identified the need to substantiate the residual values of tradition, prestige and quality that Chivas has amongst consumers. A new identity was required that addressed this and further built the brand's positioning, 'Rich and Generous'. Our task was to create the appropriate evolution; not radical change, but a delicate balance that built on brand strengths and eliminated weaknesses. The result, an identity that matched consumer's emotions about the brand and fulfilled the global brand management needs of the new owners.

New Ivory OV Soy Sam Adams

Abis Beelgara Flagship Black Douglas Bruichladdich Whiskey Bull Trader Chivas Regal Tins Green Fairy Plymouth Gin Rascals Prayer Reschke Fume Blanc Sam Adams Sam Adams Light Southern Comfort Sq3 St. Arnou St. Arnou Branding Strongbow Sun Dried Winecube