Chivas Regal

Chivas Regal

Emphasising the brand's rich tradition and quality cues in a manner that re-engaged with today's consumer was the main challenge of this work for Chivas Regal. This project involved working with Seagram to realise the dream of re-branding the 'star' of its business, to look at the entire Chivas portfolio, and to give all the products within the range a distinct and cohesive family feel. The work was challenging and extremely complicated, especially in terms of production. Chivas Regal took nearly four years to complete, with every detail examined and redesigned in order to preserve the integrity and pedigree of this classic brand.

 

Examples of work shown on this site were undertaken and/or directed by Michael Peters while Chief Executive/Creative Director of the Michael Peters Group Plc and Identica Limited