Chivas Regal -
Brand World
✺ Freelance @ Studio NB
✺ Concept Development, Art Direction & Design
✺ Brand World
Brand video here
Chivas were considering dropping the word ‘Regal’ from their name, worried it no longer connected with a younger audience. To help them reconnect, we set out to redefine what ‘Regal’ could mean.
Inspired by how high fashion merges luxury with street culture, we created Street Regal.
A brand world that celebrates self-made royalty and modern-day icons.
By clashing high and low visual codes, we gave Chivas a grittier, more expressive identity that liberated the brand from its traditional roots.
The new brand world became a benchmark for Chivas, rolling out across 48 markets globally, turning ‘Regal’ into the heart of Chivas once again.