The festive season is upon us. The coming month and weeks will decide the fate of not only the retail industry but the luxury segment. For the Christmas season packaging of the product becomes as important as the product itself. A gift pack makes the product appropriate for the gifting season. Chivas Regal has created a very special gift pack for this season. They commissioned New York illustrator Dan Funderburgh to create an exclusive limited edition gift tin for its famed 12 Year Old expression, combining fashion and wine.
The gift tin features a striking gold image of the luxury Scotch whisky house’s lion emblem. Many textural layers add up to create the image of the lion as depicted in the Chivas Regal heraldic crest. In a way it represents the complex depth of the smooth brew that the gift pack contains. James Slack, Brand Director for Chivas Regal while justifying the choice of Dan for design said that he is the best artist to capture the distinctive style and rich heritage of Chivas Regal. He is known to have a background in contemporary, baroque designs inspired by historical ornamentation.
Chivas Regal is positioned as a super premium Scotch whisky and targeted to a predominantly male consumer base. The bold masculine design of the gift tin is sure to appeal to their large customer base. It will also increase the on shelf visibility of the brand. Dan himself explained his motivation to do the design. He was aiming for a bold design but wanted to achieve it through delicate details and a contemporary approach to the tradition of chivalry. The gift pack will make a classy Christmas gift for those who love their Scotch. The gift tins will become available at select outlets from the beginning of December.
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