Chivas Regal 25 Year Old was the world’s first luxury whisky, originally shipped to New York in 1909. It proved so successful amongst America’s High Society that demand outstripped supply. Unfortunately, prohibition and the First World War intervened and it disappeared from view.
For its relaunch Egelnick and Webb were asked to help define the style cues and positioning of the brand. We were also responsible for the look and feel of the launch event at the New York Public Library, art direction of the launch campaign and design of the launch materials.
The aim was to recreate some of this feeling of hedonistic opulence and glamour of 1920’s New York high society, to give a luxury aesthetic, narrative context and present the bottle to an eagerly waiting world.
- Art direction & photography
- Launch event Brochure
- Event Materials
- Brand guidlines