CHIVAS MEMORANDUM

 

Future proofing Chivas to the future generation of hustlers.


3D + Art Direction + Strategy & Storytelling + Graphic Design

Collabrator : Max Hatami (Graphic Designer)

Client Brief :  Future proofing Chivas whisky for the future generation of hustlers. By creating a bottle that co-exists with a campaign.

Challenge :
Me and my fellow partner Max Hatami  was approached by this brief  set  by Chivas, into creating a sustainable bottle that is future proofed for future hustlers, who are 18-25 years old. Alongside a social media campaign aimed towards hustlers and promoting Chivas’s bottle.

Concept : The concept of the product is to use recycled glass that is glued together using the kintsugi method and is applied to the package as well.It is a ceramic package that is meant to be broken to signify cracking open your first bottle.

Direction : Visualising Imperfection with the art of kintsugi and using wabi-sabi as a scene aesthetic and developing that into our visual language of the product and campaign.




   Background Behind Of The Bottle Design

   Bottle design is inspired by the Wabi-sabi objects. In creating a rounded object that is 
   put together with the art of kintsugi by using recycled glass. Creating a everlasting future 
   proofing product that can be considered an work of art. That will be expanded to the 
   Japanese market, creating a yuzu flavoured whisky.


       
 Packaging Design Concept

 The packaging takes inspiration from wabi sabi objects , with it meant 
 signify the breaking into your first bottle as a celebration of your success.




                

Billboard & Mural Design Concept
A billboard that contains two posters put together that is joined by kintsugi to fit into 
our aesthetic of embracing imperfection in a luxurious manner, with visual photography 
that represents the ideas of finding beauty in imperfection. 

©Hareram Premakumar London UK