Chivas Regal Works With Dan Funderburgh On A Gift Package
After cooperating with high-end fashion designers such as Alexander McQueen, Christian Lacroix and Vivienne Westwood, Chivas Regal, the famous blended Scotch whisky, has engaged NB studio, a UK based branding and communication agency to work on a new limited edition gift package. The studio later on commissioned world renowned illustrator Dan Funderburgh from New York to design the packaging. The tin is painted dark grey and is intended for the Chivas Regal 12 year old expression. It features a gold illustration of the lion emblem that can be seen on all Chivas Regal bottles. The inspiration came, of course, from the Chivas Regal crest, and the main idea was to emphasize the brands appreciation for masculinity, bravery and luxury.
The agency stated on its website:
“Dan’s modern Baroque patterns combine with the lion from the Chivas crest to create a bold and intricate end result. We then brought the gift tin to life, designing a suite of digital and printed materials to ensure success and maximum impact across the world markets.”
James Slack, Chivas Regal’s brand director commented on the collaboration:
“Known for contemporary, baroque designs inspired by historical ornamentation, Dan was the perfect artist to reflect the distinctive style and rich heritage of Chivas Regal. His bold, masculine design will appeal to the brand’s largely male consumer base, with increased on-shelf visibility, further strengthening Chivas Regal’s position as the most dynamic brand in the super premium Scotch whisky category.”
The tin will be available in approximately 70 countries worldwide and its suggested retail price is around $50.
Take a look at a promotional video for the new edition of Chivas Regal:
Dan Funderburgh is an illustrator that works with patterns, and his skill landed him jobs with Microsoft, producing the Zune packaging pattern, Nike, Brooks Leather Seats, Hawlett Packard, New York Times, and many others. If I had seen his other work before, and then saw the Chivas Regal illustration, instead of vice versa, I think I would be unpleasently surprised, as it a bit oversized and rather kitschy with all the gold it features. But I guess it all comes with the glitz and glamour the brand itself is connected to.
