Aficionado
Concept Project for Demonstration Purposes
Not Affiliated with Named Company
The Chivas Regal 'Aficionado' design is a bold step into contemporary luxury, a tribute to the new generation of achievers. The bottle's design is a modern interpretation of a classic hip flask, rectangular with pronounced, square shoulders—a nod to Chivas Regal's heritage of distinctive silhouettes. The design language here is minimalistic yet striking, employing wave motifs that echo the fluidity of the whisky, a sensory allusion to the movement of liquid.
At the heart of the bottle's aesthetics are two contrasting types of glass: the black water effect glass and the black frosted glass. The former symbolises the whisky's dynamic essence and pays homage to the distillery's proximity to the Moray Firth, while the latter evokes the tactile quality of sea glass, creating an interplay of textures that speak of sophistication and depth.
This tactile experience is further enhanced by a luxurious liver red leather wrap, adding a functional grip and a visual and sensory contrast. The cap, in stainless steel, follows the wave theme and the Chivas Regal name is subtly debossed around the collar, ensuring brand recognition while aligning with the bottle's understated elegance.
The packaging complements the bottle with similar design elements, from the wave motif to the magnetic closure echoing the vertical debossing of 'Aficionado'. The sturdy matt black packaging with liver red accents exudes quality and ensures that the brand stands out with a contemporary yet timeless appeal.
The removal of the 'shield' imagery from current Chivas Regal products in favour of a stylised typeface for each product name allows for a flexible brand identity that can evolve while maintaining recognisability. The Chivas Regal logo remains, serving as an anchor to the brand's legacy.
Mockup Designed by rawpixel.com / Freepik
Mockup Designed by rawpixel.com / Freepik
The advertising strategy is as meticulous as the design, targeting areas where the intended demographic converges: airport lounges, duty-free zones, and arrivals, ensuring maximum visibility to a global audience. Online, the campaign extends to strategically chosen websites with pop-up adverts, and on social media platforms like Facebook and Instagram, leveraging their vast reach to create engagement.
This comprehensive approach from design to advertising showcases a product that is not just a beverage but a symbol of success and achievement, a statement piece for those who have 'made it'. The Chivas Regal 'Aficionado' is thus not merely a new addition to a storied range, but a declaration of grandeur and aspiration.
Mockup Designed by antonioli / Freepik
