D&AD WINNER
THE HUSTLE
Create the luxury Flex Scotch of tomorrow for the next generation of hustlers. Consider the product concept, the packaging and identity, as well as the product launch. Make it a future facing status symbol targeting 18-25 year olds.
CHIVAS 12
CHIVAS 18
CHIVAS XV
'The Hustle' is an identity that will future proof Chivas Regal for the next generation of whisky drinkers. This project is based on goals. Each bottle presents a different milestone or stepping stone in a hustler’s career journey. It is a narrative filled with inspiration and community.
Future proof the identity of Chivas
Target the next generation of whisky drinkers
Limited Edition - The Journey
This limited edition taster bottle is the ultimate status symbol for the next generation of hustlers. It is the journey from the first step, working its way up to the completion of a goal (the success). These bottles are the ultimate trophy or symbol of success to be presented proudly in a hustlers drinks cabinet. They can be refilled and reused for each new goal or aspiration.
The Hustle - Promotional Launch
The Hustle will be a promotional launch inviting individuals from many different industries to talk about and reflect upon their journey through Chivas Regal. This will be an event focused on inspiration and networking.
The build
