Chivas Regal is a leading brand of Scotch whisky, currently owned by Pernod Richard. It recently introduced a refreshed corporate identity, created by SomeOne.
To help market it worldwide, the brand has been given a symbol in the form of a "luckenbooth", a traditional Scottish love token, also incorporating the swords seen on the bottle label. A similar symbol also exists on the gate to Chivas' original distillery. A custom typeface called Chivas Priori has been designed by Jonathan Barnbrook, based on his Priori Sans. SomeOne also developed background patterns.
"Exponential growth in demand across Latin and Asian markets – as well as marketing restrictions in ‘dark’ markets, all pointed to a symbol based architecture.
SomeOne worked with the global brand team at Pernod Ricard to establish a new and powerfully ownable way of talking across language barriers.
A full Brand World was developed using custom pattern systems, colour hierarchies, a contemporary ‘luckenbooth’ icon – a traditional scottish love token – inspired by the original distillery gates in Strathisla and a bespoke typeface by world renowned typographic designer, Jonathan Barnbrook." - SomeOne case study