Chivas Regal launches 'sports focused' limited edition packaging

Chivas Regal limited edition packaging by NB Studio

Developed by NB Studio, in collaboration with fine art photographer Giles Revell and digital artist Ben Koppel, Chivas Regal has launched a range of Limited Edition packaging designs.

Consolidating on the brand’s new focus - sport - the limited editions combine motion capture technology and 3D visualisation to portray the fluid motion of athletes in action.

The packs show ‘freeze-frames’, with each product in the range heroes a different sport. Chivas Regal 18 (football), Chivas Extra (basketball) & Chivas Regal 12 (boxing).

Sam Pittman, lead designer at NB Studios said: “The process was extremely involving, from casting athletes through to print proofing. Visually, one of the many challenges was to formulate an overarching style across the 3 SKUs, which could then be adapted to amplify the characteristics of each whisky, price point and brand identity.”

Due to the global nature of the Limited Editions’ distribution, part of the design challenge was to ensure the final designs met the varying levels of regulations; because in several countries featuring people on packaging is banned. Motion capture and the abstract nature of data visualisation allowed NB Studio to create contemporary artwork to overcome the regulatory obstacles.

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