Chivas Cinder
For the D&AD New Blood Awards 2022, I decided to take on the Chivas Regal brief, which asks for a new product and campaign targeted at the ‘hustlers’ of the future.
Chivas Cinder channels the perseverance of the ‘hustler generation’ into a new product for Chivas. Cinder draws inspiration from Chivas’ early days, when they managed to overcome a catastrophic fire at their distillery. The stylised bottle mimics the shapes and colours found in cinder - wood that has been partially burned but still has combustible matter in it.
This draws a direct connection to the hustler state of mind - persevering and coming back stronger to strive for success, even in the face of adversity; never letting your flame be completely extinguished.
2022 - Campaign, Packaging, Motion, Identity
