Chivas Regal unveils new Extra range with proposition and branding by Coley Porter Bell

Whisky brand Chivas Regal has launched blended range Chivas Regal Extra, with an identity created by Coley Porter Bell.

The overall design alludes to Chivas’ iconic visual equities such as the crest label and use of scrolls to hold the brand name, with the aim to present the brand as a modern luxury aesthetic.

Richard Black, global brand director for Chivas Regal, said: “The release of Chivas Regal Extra marks another momentous milestone for the brand and we’re confident that this new super-premium whisky with its rich, generous flavour profile will be well received by those looking for a truly rewarding and enriching whisky experience.

“Coley Porter Bell has been instrumental in designing and developing all elements of the new brand from the name to the packaging; all of which have been designed to convey the rich intensity of the blend.”

Chivas Regal Extra is set to hit stores worldwide from the end of October.

Richard Clayton, creative director at Coley Porter Bell, commented on the design: “We have used innate cues of luxury through colours and textures and have also conveyed a sense of Chivas Regal’s rich heritage.

"The twist is that these traditional codes have been reinterpreted in a more minimal and contemporary way through the use of negative space. The result is a fully cohesive concept that exudes opulence and richness of taste at every touchpoint.”

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