Chivas Regal Whiskey Bottle Rebrand – D&AD Challenge

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‍For this D&AD challenge, I reimagined the Chivas Regal whiskey bottle packaging to appeal to a younger, modern audience while honoring the brand's rich heritage. The brief focused on creating packaging that would attract the new generation of classic whiskey drinkers—those who appreciate quality but seek something fresh, minimal, and sophisticated.

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To cater to both light and dark whiskey variants, I developed two distinct versions of the packaging:

• Light Version (12-Year Aged Whiskey): The design for the 12-year-old whiskey emphasizes clean, minimalistic aesthetics, using soft, neutral tones and sleek typography to convey understated luxury. It creates a modern and approachable vibe while maintaining an elegant, timeless feel.

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‍Dark Version (13-Year Aged Whiskey): For the darker variant, I used deeper, richer tones and bold typography to evoke sophistication and luxury. The design is made to reflect the premium nature of the 13-year aged whiskey, with a sense of mystery and refinement. The darker packaging creates a striking contrast, appealing to a more discerning, luxury-driven audience.

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Both versions maintained a minimalist design philosophy while incorporating Chivas Regal's heritage through subtle design cues like the crest and logo, which were reimagined in a sleek, modern style. The result was a visually impactful and high-end design that could attract a new, younger audience without sacrificing the brand's premium status.

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