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Maxhosa Adorns Limited Edition Chivas Regal Packaging

24 February 2016
5 comments

Ccivh Mcweaa Ii5r.Jpg Large

Going out to social events is not something I commonly do, but as someone that appreciates premium quality. I have always been drawn to the marketing campaign of premium whisky, specifically how they align themselves with profound story-telling. Let me tell you my story with one of the oldest Scottish Whisky, Chivas Regal.  received a call from Ravi Naidoo (the founder of Design Indaba), to join the Chivas Regal #wintherightway global marketing campaign. After doing a bit of research about the campaign to realized that there could be synergy with our brand ideologies. To elaborate, the uncompromisable process of making premium product, the celebration of heritage and the refined craftsmanship are all values I admire and adopt. 

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After I had decided to join in on the campaign, big news was confirmed by Chivas Regal South Africa. They wanted to go beyond my participation in the campaign, by collaborating with MaXhosa to design a Limited Edition packaging for the South African market. This was an exciting endeavour for as Chivas have not worked with an African designer before, in a project of this magnitude. My design approach of the package was fairly easy, as MaXhosa has already establish as distinctive aesthetic that is easily recognisable. 

Astrid Arndt Photography (2)

The pattern that I decide to use in the package is from the 2012 collection Makrwalas which inspired the brand identity of MaXhosa. We decided to keep the traditional standard shape of the package. This is because the pattern we chose was simple and strong enough to communicate the identity of the two brands. The signature colours of the Chivas Regal brand is gold and blue, this worked perfectly with the patterns as blue also is a signature colour of MaXhosa and the gold represent the premium quality of both brands. 

We decided to keep the traditional standard shape of the package. This is because the pattern we chose was simple and strong enough to communicate the identity of the two brands. The signature colours of the Chivas Regal brand is gold and blue, this worked perfectly with the patterns as blue also is a signature colour of MaXhosa and the gold represent the premium quality of both brands. 

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Finally, when the packing was ready to be presented to the market, I had an opportunity to travel back to Cape Town, to be part of the product launch, at the Design Indaba conference. 

Here are a few captured moments of the event.

Edited by: Ntsika Tyatya

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