Chivas Regal has long stood as a symbol of traditional luxury. But for a new generation – driven by individuality, sustainability, and social values – tradition alone doesn’t cut it. The task: to reimagine Chivas as a future-facing status brand for Gen Z, without compromising its premium heritage.
Gen Z no longer aspires to old-world notions of luxury. Instead, they gravitate toward brands that challenge convention, stand for something, and reflect their individuality. For them, sustainability isn’t a nice-to-have – it’s the new baseline for status.
To futureproof Chivas, we rethought one of the most iconic elements of whisky culture: the glass bottle. In its place, we introduced a 100% biodegradable refill pouch – significantly lowering the environmental impact, while positioning Chivas as a bold leader in sustainable luxury.
At the core of the concept is a detachable label, designed for reuse. Once peeled off, it can be applied to any bottle – encouraging personalization, ritual, and reuse. Visually, the label becomes a reflection of the whisky’s character: each flavour note represented by a color, blending into a unique gradient that expresses the layered complexity of Chivas Blended Scotch Whisky. With this shift, Chivas transforms from a static luxury object into a dynamic experience – one that Gen Z can engage with, customize, and share.
Chivas Regal
D&AD- Graphite pencil winner ︎
—
PACKAGING DESIGN
MOTION DESIGN
ART DIRECTION
—
Team:
Jonathan Ahlin
Nina Björkmyr
Erica Hungler
