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New Blood Entry — The Hustle

Award: Wood Pencil

Chivas Regal / 2022

Chivas Regal aspire to future-proof their products with a new identity. At the core of this identity, the challenge is to create a bottle that is the ultimate statement of success for the next generation of hustlers. I began by identifying key design features such as the logo and the use of roman numerals to carry across to my design. I was inspired by the history of original numerals being carved into stone. This led to me shaping the bottles to create the look of milestones. The narrative of milestones will mark the key moments in a hustler's journey to success from Chivas III through to the Chivas XX. I have also created a unique bottle that will act as the ultimate trophy to mark the entire hustler's journey, each section of the bottle is a reward for a new step in their journey.

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