LJMU’s BA Graduation: CHIVAS HIVE packaging & identity

Introducing the CHIVAS HIVE collection of luxury blended Scotch whisky with brand new identity and unique modular packaging design.

Acknowledgements:

Lecturer: Lin Jac Cheng

Concept & Design: Vi Linh - Irene

3D Executor: Di Linh (Ho Dieu Linh)

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The project is a problem solved outcome based on the original D&AD’s design competition brief in 2022 which was set by Chivas Regal - a Scotch whisky brand with prestigious heritage and legacy. The brief asked to come up with a new set of brand identity and packaging design for a new luxury whisky product targeting the Young Hustlers (18-25 years old) around the world and their needs of showing their ultimate lifestyle, social status and enjoy the moment with their fellows using Chivas products - a future proofing whisky of tomorrow.

CHIVAS HIVE is the Taste of Success, the Symbol of Uniqueness. You have all the power to play your game, enjoy the moment by drinking and collecting our CHIVAS HIVEs. Customise your own or your group of fellow friends’ ICON using the HIVE whisky bottles. HIVE represents the spirit of a SHARED and HUSTLED COMMUNITY, COOPERATIVE NATURE and TEAMWORK.

A successful HIVE can’t be finished without the contribution of different pieces. Your success is the same, be patient and take every single step to build up your ultimate status. Your fellow Hustlers are also each other’s contributions to be successful.

CHIVAS HIVE is future proofing and where you can show the world your own TRAITS, UNIQUENESS and ELEVATE fellow Hustlers. The HIVE collection brings out opportunities to the young Hustlers to connect and to build up success TOGETHER AS ONE AS THE HIVE.

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CHIVAS HIVE Collection includes: aged 12 years (Blue version), aged 13 years (Green version), aged 18 years (Pink version)

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The modular HIVE concept is the spirit of a united, shared community where the young hustlers elevate each others to success

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Another way to module up the HIVE products is that you can connect the labels between two bottles

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Front label design (left) and back label design (right) of the aged 13 years version

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Example on how young hustlers can customise their own group's logo/symbol using the HIVE collection

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Front label detail (metallic -chromatic paper material)

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Front label detail (embossed glossy text and logol)

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Neck label design and the lid of the bottle implemented with the HIVE shape on top of the lid

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All works and designs in this portfolio are confidential and belong to Vi Linh. Please do not copy, re-up in any circumstances.