CHIVAS REGAL

Crafted from a bespoke blend and refined though a pioneering filtration process, Chivas Regal Crystalgold showcases technical excellence, delivering remarkable smoothness and transparency while preserving the depth of character and craft associated with the Chivas Regal brand signature style. JDO’s task was to bring this breakthrough to life in a design that celebrates clarity, ensures standout on shelf, and reflects Chivas Regal’s reputation for luxury craft – all without overshadowing its iconic Chivas Regal 18.

The bottle puts the crystal-clear liquid centre stage, its facets inspired by cut crystal and refracting light across both glass and carton. The Chivas Regal luckenbooth is reimagined with an intricate crystal pattern, subtly nodding to the filtration process. The carton echoes this language with multi-faceted textures and light-catching finishes, balancing disruption with ultra-premium cues for both shelf presence and gifting.

JDO’s design establishes a distinct new identity for this innovation while ensuring it sits confidently within the Chivas Regal portfolio.

“Chivas Regal Crystalgold redefines what people expect from the brand, and the design needed to be every bit as groundbreaking. The refractive surfaces, crystal patterns and storytelling all work together to deliver a design that feels disruptive yet unmistakably Chivas Regal.”

- Paul Drake, Executive Creative Director, JDO

With 75% of consumers seeking spirits suited to afternoon-to-evening occasions, Chivas Regal Crystalgold meets a growing demand for spirits that are lighter and more versatile, while filling a unique space in the Chivas Regal brand portfolio. For JDO, it’s a showcase of how design can make a brand-first innovation not only visible, but absolutely desirable.