We took inspiration from the original 1909 bottle and its subsequent evolutions to get to the very essence of the brand’s visual DNA. We deconstructed its equities and reimagined them in the purest, most sublime form.

We then worked closely with a leading luxury cabinet-maker and the master craftsmen at Dartington Crystal to realise it. Each decanter is hand-blown in bespoke green crystal, and hand finished with cuts, etching and precision-crafted metalwork.

The result is a tribute to Chivas Regal’s iconic status, reflecting its illustrious past whilst also affirming its future through modern luxury craftsmanship and a contemporary aesthetic.

Referencing the original 1909 bottle, we created a green crystal decanter, introduced hints of red, made reference to the ship on the badge and touched on the export story with the design of the presentation case.

Balancing the brand’s legacy with modern luxury we took an essentialist approach, repurposing core equities to give space and authority. The elegant decanter shape, the intricately-crafted, understated metal work and the hand-finished cuts in the crystal give a contemporary aesthetic.

The presentation case, inspired by the golden age of travel, is carefully designed to transport and display the decanter. A hidden drawer houses a presentation stopper and a booklet documenting the history of the brand and the creation of this new whisky.

Having designed the concept for Chivas Regal The Icon, we then worked closely with a leading luxury cabinet-maker, metalsmiths and the master craftsmen at Dartington Crystal to realise our vision.

The inaugural edition of Chivas Regal The Icon was launched in Dubai Duty Free in May 2015 and started to roll-out globally from September of the same year. With a limited supply of only 1500 bottles being produced in its first year of release, the role of The Icon is primarily to halo the Chivas range and to support the brand’s luxury positioning. Press coverage to date, has been extensive with articles in publications such as GQ magazine, Esquire, The Telegraph and numerous other whisky and luxury blogs. Initial impressions are that The Icon is fulfilling its role as the pinnacle of the range.