Chivas Regal unveils brand identity for new product The Icon by Coley Porter Bell

Scotch whisky brand Chivas Regal has launched a new flagship product The Icon with brand proposition and identity created by Coley Porter Bell.

Set to launch in Dubai Duty Free this month - prior to global release in September 2015 - Coley Porter Bell developed the overall concept for Chivas Regal The Icon, including a decanter and presentation case.

The design looks to reflect the brand’s rich history and the green crystal decanter pays homage to the original green bottle first released in 1909 when the whisky was exported globally. Touches of red throughout the packaging, the ship reference on the badge and the presentation case were also inspired by the brand’s export story.

Meanwhile, the presentation case was designed with the golden age of travel in mind and is a contemporary nod to the brand’s past. The case was created to transport and display the decanter, whilst a hidden drawer houses both a presentation bottle stopper and a booklet that documents the history of the brand and the creation of Chivas Regal The Icon.

Richard Clayton, creative director at Coley Porter Bell, described the design and branding process as "a wonderful challenge".

"We have taken our brand learnings accrued over the years and distilled this down to the very essence and visual DNA of the Chivas Regal brand. We’ve then married this with our luxury knowledge and experience of working in the ultra-prestige spirits world to create something which stands out from the crowd. Chivas Regal The Icon exudes contemporary elegance whilst acknowledging the brand’s luxury past.”

Coley Porter Bell also worked closely with luxury cabinet and display-makers Ch. Dahlinger and Dartington Crystal on the project. The collaboration saw each decanter hand blown and hand finished with refined metalwork,including the presentation stopper which features the brand’s signifier – a luckenbooth – the Celtic symbol of friendship and love.

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