CHIVAS REGAL TOOLKIT AND ACTIVATION DESIGN
BACKGROUND
The brand experience toolkit for Chivas is being developed for all consumer engagement activities to reflect the brand essence of celebrating new paths to success, the loud and lux way among the hustle generation.
This tool kit sets the tone for how Chivas consistently shows up at on-trade and off trade activations and finds expression though identified passion points of Music, fashion and football and positioning the brand as symbol of new power.
It is important that this experience is delivered consistently and frequently, to create strong association of the new positioning of the Chivas brand in the mind audience and consumers.
objectives
AUDIENCE PROFILING
YOUNG
AMBITIOUS
PROUD
DRIVEN BY SUCCESS
SHAPING THE WORLD AROUND THEM
SUCCEEDING THEIR WAY NOT TRADTIONAL
CHIVAS ASSETS ON A PAGE
THE EXPERIENCE STRATEGY
The fundamental supporting pillar of experiences will be positively unsettling alliances and combinations.
The engagements would engage the 6 senses; see, hear, taste, smell, feel and finally the experience.
The different sense would be engaged based on the nature of the event. All senses would be engaged for Chivas owned events while for other events engagement would be based on access
CHIVAS PALACE - OWNED EVENT
For this platform, we will create the full scale of brand assets that can be scaled down depending on the passion point being explored, and the energy level of experience.
visualisation
animation
REGAL FC - OWNED EVENT
The Regal FC events is themed with various football-related engagements that can be adapted for indoor and outdoor events. The Regal FC jersey would add a touch of fashion to events with unique dressing. All events would be accompanied by music
visualisation
CHIVAS FSU & GONDOLAS
I think sketching is the first step in bringing imagination to life. It's the blueprint that guides the designer's hand, and the foundation that transforms a concept into a masterpiece. No matter how complex or intricate the final design may be, it all begins with a single stroke of the pen. For this on-trade design, I made more than a 100 sketches of different forms and ideas, if you look through some of these sketches, you would see how they have been translated into the final 3D visuals.
visualisation
