Chivas Regal «Major League»
Scottish whiskey Chivas Regal is a bath of a strong heritage, rich history and tradition, and its foundation is the value of success and generosity. At present, however, the brand wants to prove itself as a bonus whiskey for a new generation of «hashtlers,» young businessmen for whom their own open bottle is the ultimate symbol of status.
That’s what D& AD New Blood Awards sounded like. The answer was the development of two versions of the whiskey line as part of a non-profit training project at the ICU School of Design.
Chivas Regal is based on the idea of bringing together the bright scotch pricers into a strong alliance destined to the top. What does it mean to be on top? Who knows the answer to that question, not the students and graduates of the world’s most prestigious universities? They’re the next generation of businessmen used to doing their job. This is the highest league, and it means half as close to success. The new limited Chivas Regal ×Major Legue collection is another ultimate success symbol for a young and ambitious generation that surrounds itself with luxury objects at every stage of their careers.
The target audience is Ivy League and Oxbridge students and graduates. They’re professionals in their business, they’re like-minded and they’re making useful acquaintances that will help them build their careers in the future. And the visual metaphor for packing is the logos of colleges and universities.
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