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New Blood Entry — Chivas Prospect

Award: Wood Pencil

Chivas Regal / 2022

According to our research, our target audience has a bias towards the feeling of whisky being unrepresentative and un-inclusive.
Our challenge was to develop a new product that appeals to this idea of the next generation of hustlers. We approached this with an outlook on re-defining the concept of success. Our solution introduces the concept of ‘every success comes in different shapes and sizes, that aims to deconstruct the traditions of what defines success.
Our final concept introduces a new product named ‘Prospect’, that celebrates diverse cultures, backgrounds, and stories of those forging their own paths to success. In an updated visual identity and a unique approach to the bottle design, we want you to feel that your own ideas of success are something you can proudly own.