CHIVAS MEMORANDUM
Future proofing Chivas to the future generation of hustlers.
3D + Art Direction + Strategy & Storytelling + Graphic Design
Collabrator : Max Hatami (Graphic Designer)
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.