• Transform magazine
  • November 30, 2022


The value of heritage

  • CPB-Chivas-Icon-Bottle-Box-A5-700x325.jpg
  • CRtheicon.png

Chivas Regal The Icon, draws on the heritage of Chivas Regal, the world’s first luxury Scotch Whisky brand.

The Icon’s concept and design elements were created by Coley Porter Bell, the strategic branding agency who have helped to develop the entire Chivas range. The packaging, decanter and presentation case are inspired by the brand’s history and the story of its export while aspiring to modern standards of luxury.

The Icon is a luxury product, retailing at $3,500 the product will launch in Dubai Duty Free this month. Richard Clayton, creative director at Coley Porter Bell, says, “Chivas Regal The Icon exudes contemporary elegance whilst acknowledging the brand’s luxury past.”

The brand’s history is visible in the green crystal decanter that pays homage to the whisky’s beginnings and the original 1909 bottle. Similarly, the touches of red throughout the packaging, the ship reference on the badge and the presentation case are all inspired by the brand’s export story. The presentation case evokes a portmanteau and a nostalgic view of travel. A hidden drawer houses a booklet documenting the history of the brand and the birth of The Icon.

Craftsmanship is first and foremost in the identity of The Icon. Coley Porter Bell worked closely with luxury cabinet and display-makers Ch. Dahlinger and the craftsmen at Dartington Crystal. Each decanter is hand blown and finished with refined metalwork. The handcrafted detail gives the product its luxury credentials.

The Icon is a blend of some of the rarest and oldest whiskies available to Chivas Regal from more than 20 distilleries across Scotland, many of which are no longer producing whisky.


British agency @taxistudio rebrands Celebrations as year-round treat 🍫 The Mars Wrigley brand sought the help of T… https://t.co/4NJHiduDYr
San Francisco public radio station @KALW rebranded by @wearecollins 📻 With the Bay Area local radio station’s 80t… https://t.co/oesu2bWHol