whisky-chivas-regal-25-guidelines.pdf

Guidelines – September 2012 Confidential – For internal use only

Chivas Regal 25 Guidelines

The brand

Introduction

Before you star t

2

Within this document you will find the definitive guide for using the Chivas Chivas Regal 25 brand brand identity. identity. In the world of luxury goods, these guidelines provide the key to a strong and and ownable expression of of the brand. brand. It guarantees guarantees consistency every time the brand is presented to its consumer. consumer. This consistency is critical critical no matter mat ter what the medium or environment it is applied to t o (On or OffO ff-T Trade). rade). www.scotchnet.co www.scotchnet.com m will hold the latest versions of all artwork ar twork presented in these guidelines, please make sure you check regularly so that you have the latest files to work with. Please note: The note: The Chivas Regal 25 brand world guidelines set out the specific visual st yle for the sub-brand Chivas Regal 25 and does not affect the Masterbrand guideline guideline or Chivas 18 guidelines which should be taken on their own merit when being used.

Chivas Regal 25 Guidelines © September 2012

Confidential – For internal use only


Contents

3

The Chivas Regal 25 Story NYC Fascination

8

Brand Assets Overview Marque Stamp Typeface Colour Property Layout

10 11–12 13–14 15–16 17–18 19–23 24–25

Off-Trade Duty-free Fine store

27–33 34

On-Trade Glorifier Ice bucket & tray


5–6

Red Carpet Event Guidelines Media wall Environment Architecture Uniform Furniture Lighting Print Dinner set

42 43–44 45–48 49 50 51 52–54 55–58

Merchandising Guidelines Technological Technological accessories Travel accessories accessor ies Personal accessories Fashion accessories

60–61 62 63–65 66–68

Contact Useful names and numbers

70

36–39 40


The Chivas Regal 25 Story

In the first decade of the 20th century America was booming, and nowhere more so than New York. For those in high society there were the theatrical attractions of Broadway and the glittering milieu of the grand hotel parties. On to this scene, in 1909, burst Chivas Regal 25. The world’s first luxury whisky quickly became the toast of high society. But the party par ty was short shor t lived. In 1920, 1920, US Prohibition brought the story of Chivas Regal 25 to an end.

It wasn’t until almost a century after its original launch launch that Colin Scott, master blender at Chivas Brothers, set about bringing the legend back to life. Sourcing only the rarest 25-year-old whiskies, blended meticulously to rekindle the delicate intensities and subtle textures made famous by the Original Chivas Regal 25. 2007 Chivas Regal 25 was back. Once again a discerning symbol of luxury. A Legend Reborn

NYC Fascination Brand world inspiration

New York in 1909 stood for metropolitan success and glamour. New York seen from the top of skyscrapers, gave the viewer an enormous sense of power and privilege. This was the New York perspective, reserved only for those who had earned it. Chivas Chivas Regal 25 perfectly perfectly embodies the personality personality and the perspective per spective of New York of around that time. Born in Scotland. Raised in New York.

Brand Assets


Brand Assets

Overview

10

The brand identity The four core assets of the Chivas Regal 25 brand are the marque, t ypeface, colour and pattern.

Marque

Typeface

Priori Sans

Colour

Pattern




Brand Assets

Marque

11

Main marque The full colour version of marque is the preferred marque. The black version of the marque should o nly be used for non-printing forms of reproduction, e.g. etching in glass, engraving in metal, embossing or debossing in leather or other recommended materials.

Full colour marque (CMYK)

Single colour marque (Hot foil Kurz 232 or Pantone 873 ink)

White marque (For photographic backg rounds)

Black marque (For non-printing reproduction)




Brand Assets

Marque

12

Minimum sizes & clear space area Minimum Size There is a minimum size for the Chivas Regal 25 marque.

Full colour minimum size

40mm

No marque should ever appear smaller than its respective minimum size. Clear Space Area The marque must always stand out prominently and not be crowded by any graphic, pattern or typography. It should have as much clear space around it as possible.

Single colour minimum size

30mm

30mm

30mm

The minimum clear space is indicated here by a blue frame. The marque minimum clear space area is equal to twice the height of the ‘I’ letterform.

Marque clear space area




Brand Assets

Stamp

13

Stamp The full colour version of the stamp is the preferred marque. The centre of the s tamp should always be black, in all applications. The black version of the s tamp should only be used for non-printing forms of reproduction, e.g. etching in glass, engraving in metal, embossing or debossing in leather or other recommended materials.

Full colour stamp (CMYK)

Two colour stamp (Hot foil Kurz 232 or Pantone 873 & Pantone black ink)

Black stamp (For non-printing reproduction)

Note: Only for use when the main marque is forced to be used smaller than the minimum minimum size. If required, please contact the International Brand Manager (see p.69) Chivas Regal 25 Guidelines © September 2012



Brand Assets

Stamp

Stamp minimum size

7.5mm

14

Stamp Minimum Size There is a minimum size for the Chivas Regal 25 brand stamp.

10mm

15mm

20mm

The stamp should never appear smaller than its minimum size. Clear Space Area The marque must always stand out prominently and not be crowded by any graphic, pattern or typography. It should have as much clear space space around it as possible. The minimum clear space is indicated here by a blue frame.

Stamp clear space area

The marque minimum clear space area is equal to the height height of the the ‘2’ ‘2’ letterform letterform..




Brand Assets

Typeface

Priori Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwx abcdefghijklmnopqrstuvwxyz yz 1234567890 1234567890

Typeface Primary typeface The Chivas primary typeface is a specially produced custom cut of Jonathan Barnbrook’s Priori Sans. It is important to utilise and adhere to the same font throughout all our communication material, thereby ensuring and maintaining consistency across the brand. Never distort, expand or condense our primary typeface in any way. way. Digital typeface Verdana has been chosen for our digital typeface, to be used for for all our online needs. Verdana is a system font system font meaning that any computer will be able to load and display it. This means that any online content should be consistent whatever screen it appears on.

Note The typeface will be released to all channels in October 2012. 2012. Check ScotchNet for details. Chivas Regal 25 Guidelines © September 2012

Priori Sans Italic

15

ABCDEFGHIJKLMNOPQR ABCDEFGHIJKL MNOPQRSTUV STUVWX WXYZ YZ abcdefghijklmnopqrstuvwxyz 1234567890 1234567890

Priori Sans Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvw abcdefghijklmnopqrstuvwxyz xyz 1234567890 1234567890

Priori Sans Light Italic (Preview currently unavailable unavailable))

ABCDEFGHIJKL MNOPQRSTUV ABCDEFGHIJKLMNOPQR STUVWX WXYZ YZ abcdefghijklmnopqrstuvwxyz 123456789 1234567890 0

Priori Sans Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn abcdefghijklmnopqrstuvwxyz opqrstuvwxyz 1234567890

Priori Sans Bold Italic (Preview currently unavailable unavailable))

ABCDEFGHIJKL MNOPQRSTUV ABCDEFGHIJKLMNOPQR STUVWX WXYZ YZ abcdefghijklmnopqrstuvwxyz 123456789 1234567890 0

Priori Sans Black (Preview currently unavailable unavailable))

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklm nopqrstuvwxyz 1234567890

Verdana Digital typeface

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890



Brand Assets

Using Priori Priori is inspired by the work of famous British typographers, such as Eric G Gill ill and Edward Johnston. But it also embraces all of the signage and lettering observed in the streets, cathedrals, and public buildings of modern Britain. This mixing of native influences with a contemporary pop culture intent is what gives Priori a distinct and unique f lavour. lavour.

Tilting

Names, credits & quotations

Always use Priori Regular for long copy.

Bold supporting subheadlines

“Be audacious; unrestrained by convention, contemporary, spirited and completely original.” NYC Fascination New York in 1909 stood for me tropolitan success and glamour. New York York seen from the top of skyscrapers, gave the viewer an enormous sense of power and privilege. This was the New York perspective, reserved only for those who had earned it. Chivas Regal 25 perfectly embodies the personality and the per spective of New York of around that time.

Long copy


16

Our Headlines

The Priori Bold should be used for headlines and subheadlines (preferably in capitals) or wherever you need emphasis. Priori Italic should be used for names, credits and quotations.

Typeface

Born in Scotland. Raised in New York.



Brand Assets

Colour values Having the right colour options available and knowing the breakdowns of each, prevents any incorrect use.

Colour

17

C M Y K (%)

RGB

Pantone

Special (Foil)

C20 M0 Y0 K100

R0 G0 B0

Process Black

—

C5 M25 Y70 K10

R160 G140 B100

873

Hot foil Kurz 232

C5 M100 Y70 K30

R150 G30 B50

201

—

Black

Gold

Red




Brand Assets

Colour

18

Proportional palette All three colours should be used for any application and getting the right balance of colours is crucial. The brand’s core colour is black. The secondary colour is gold with red only to be used as a highlight or accent colour.

84%

15%

1%

Proportional palette

Example of proportional palette




Brand Assets

Property

19

The pattern The diamond pattern is the brand’s core graphic property. The pattern should appear on all communications to express brand inspiration and enhance depth.

The pattern

The inspiration




Brand Assets

Property

20

Pattern angle & positioning The brand pattern should always appear as an isometric pattern set at 36°. 36°.

36° Top to bottom Equally space the pattern within your artwork parameters as shown

Intersection

Left to right Equally space the pattern within your art work parameters as shown




Property

Brand Assets

21

How to use our patter n Correct applications of the pattern are measured by the number of diamonds in the height of any area. The correct number of diamonds is between three and six. Maximum of 6 diamonds high Minimum of 3 diamonds high

Correct use of pattern

Incorrect uses of pattern Too open and too dense




Brand Assets

Property

22

Use of crops The pattern is f lexible. It doesn’t always have to fill an area but can also be used as crops. When using a cropped version of the pattern, make sure it runs to the edge of at least two sides of any canvas area.

4 edge symmetrical crop

2 edge symmetrical crop

3 edge asymmetrical crop




Brand Assets

Property

23

Incorrect use of pattern The brand pattern should always be used correctly. Correct use means never using it in any of the ways shown here.

Must never appear broken


Must bleed of f 2 sides or more

Must always be at 36º

Must never appear distor ted

Should never appear in red



Brand Assets

Positioning the marque & pattern

Layout

24

Bounding edge of logo

When the brand pattern and marque are used together, the defined relationship relationship shown here must be applied.

Bounding edge of marque

Marque & pattern lock-up




Brand Assets

Layout

25

Marque & pattern usage The correct use of a pattern and marque combination are shown here. The brand marque should always appear centred in any application.

Menu cover


Invitation cover


Off-Trade


Off-Trade

Duty-free

27

Duty-free wall display 01 The single wall unit is created as a flat-fronted design with a small rec tangular recesss for cartons and diamond-shaped window for a single display bottle. The hero bottle positioned in view but out of reach, together with using fewer cartons, communicates the brand’s exclusivity.




Off-Trade

Duty-free

28

Duty-free wall display 02 The multi-wall unit is created as a single wall unit (p.27) flanked by two ‘carton’ walls.




Off-Trade

Duty-free

29

Multi-carton stand 01 The floor stand is a 4-sided unit that can hold up to 24 cartons and a single display bottle. The stand is built from a series of tiers inspired by the angles of the brand pattern. The tiers create an elevated structure for the hero bottle which, positioned in view but out of reach, communicates the brand’s brand’s exclusivity.



. .

.

.

.

.

.


.

.

Off-Trade

Duty-free .

30

.

.

Multi-carton stand 01

.

.

These plans illustrate all the dimensions for the single bottle multi-carton stand 01. .

.

196.00 .

.

.

.

Artwork files are available on ScotchNet. .

.

0 0 . 0 3

216.00

. .

.

.

530.00

108.0° 0 0 . 0 3

1.00

1 0 . 0 1

10.00

1 7 . 9 9 6 1

2 8 . 9 4 6

530.00 0 8 . 9 9 1

864.00

2 0 . 0 8 4

2 8 . 9 4 6

0 0 . 4 9

° 0 . 2 7

157.00

5 5 . 7 6 8 9 6 . 9 3 6

9 6 . 5 4 5

886.00


864.00

108.0°

0 0 . 7 5 1

157.00

° 0 . 2 7

550.00

0 0 . 0 5 5

9 6 . 9 3 6

886.00



Off-Trade

Duty-free

31

Multi-carton stand 02 Like the first design, the stand is a 4-sided unit that can hold up to 24 24 cartons and a single display bottle. The stand is built from a series of tiers inspired by the angles angles of the the brand brand pattern pattern.. The tiers create an elevated structure for the hero bottle which, positioned in view but out of reach, communicates the brand’s brand’s exclusivity.



.

.

Off-Trade


Duty-free

32

.

.

Multi-carton stand 02

.

.

.

These plans illustrate all the dimensions for the single bottle and multi-carton s tand 02.

. .

202.00

.

.

222.00

.

.

576.00

.

.

.

.

Artwork files are available on ScotchNet. .

.

.

.

0 9 . 9 4 3 1

.

.

.

.

6 2 . 3 0 4

.

. 1 7 . 7 4 0 1

.

.

.

1 0 . 0 0 7 1

.

. 108.0°

.

. 890.01

1 7 . 7 4 0 1 .

.

.

° 0 . 2 7

.

890.01


.

.

° 0 . 2 7

1 7 . 0 0 4

9 5 . 7 9 9

.

108.0° 1 7 . 7 4 0 1

.

.

.


.


Off-Trade

Duty-free

33

Single bottle plinth The single bottle plinth display is topped with a glass case creating the perfect waist-level glorifier.




Off-Trade

Fine store

34

Fine store window display The window display is the perfect expression of the brand’s exclusivity and luxur y. The brand pattern dominates the window using only a single diamond as a small opening to show the bottle.



On-Trade


On-Trade

Glorifier

36

Table & bar glorifier There are 3 glorifier options - Bar/Table, Bar/Table, Back-bar and Multipurpose. The shape of each glorifier has been inspired by the angles of the brand brand pattern. pattern. Bar/table glorifier The bottle is positioned on a small plinth and stands out well against the tall red-trimmed collar. The glorifier should be up-lit from below with a subtle red glow. Back bar glorifier The glorifier should be placed in a position on the back-bar with high visibilty. visibilty. Housed in an elegant glass box, the bottle is seen but can’t be touched – reinforcing ng the bottle’s status as an object of desire.

Table glorif ier


Back-bar glorif ier



On-Trade

Glorifier

37

Table glorifier These plans illustrate the 4 sides for the table glorifier. Artwork files are available from ScotchNet.

1 3 2 .8 8

6 7 . 5 2 6 5 4 . 7 8 1

5 3 . 9 0 1

107.50

4 2 . 1 3

430.00




On-Trade

Glorifier

38

Back-bar glorifier These plans illustrate all the dimensions for the back-bar glorifier. Artwork files are available from ScotchNet. 279.00 290.00 267.00

206.00 108.0°

267.00 263.00 1 0 . 0 0 2 9 4 . 0 0

2 9 0 . 0 0

2 1 6 . 0 0

0 0 . 0 9 4

0 0 . 4 8 4

5 5 . 6 5 4

3 0 6 . 0 0

216.00

108.0° ° 0 . . 2 7

0 0 . 6

279.00

263.00

9 8 . . 6 5 1

0 4 . . 8 7

0 0 . 0 1

216.00

279.00




On-Trade

Glorifier

39

Multipurpose glorifier The multipurpose glorifier can be used in many different brand touch points – point-of-sale point-of-sale and event opportunities. Whilst the bottle platform has been inspired by the brand pattern, the anglepoise light evokes the time and place at which which our brand was was born – New York in the early 20th century.




On-Trade

Ice bucket & tray

40

Ice bucket & serving tray Informed by the shape and angles of the brand pattern, the ice bucket and tray express the brand’s brand’s st yle and glamour.

Ice bucket

Serving tray



Red Carpet Event Guidelines


Red Carpet Event

Media wall

42

Media wall The media wall graphic uses the brand pat tern as a holding device for the main marque. The pattern can also be used to house partner marques when desired. Please see p.20 for further information on how to use our brand pattern.

Chivas marque only


Chivas and par tner marques



Red Carpet Event

Environment

43

Bar The required bar space is achieved by the right balance of materials, pattern, colour and lighting. Materials should always be premium, well-finished and a visual and tactile pleasure for any gues t. The brand pattern can be used to create a light wall for a back bar or front bar. Always adhere to our proportional palette when using colour. Lighting should be set a t a low-level with a warm incandescent glow. The required ambiance for any created bar space should be a harmonious mix of all the elements – this will express express the the brand’ brand’s understan understanding ding of experiential luxury.




Red Carpet Event

Environment

44

Lounge Like the bar space, the required lounge space is achieved by the right balance of mate rials, pattern, colour and lighting (see p.51) A key part of the Chivas Regal 25 brand story ‘Born in Scotland. Raised in New York’ should York’ should be used as inspiration for the location of any small event, bar or lounge space. Penthouse or rooftop spaces are good way of expressing the brand’s elevated status and its ties to New York York – home of the world’s world’s first skyscrapers.




Red Carpet Event

Architecture

45

Stage Most commonly used at dinner events, the stage is the main point of focus – a platform for chosen guest speakers. The stage is backed by a wall created to display the brand pattern and includes a recessed diamond for the main marque. Subtle red lighting around the recessed diamond and a red graphic trim around the s tage front, adheres to the proportional colour palette. On-stage speakers will need to be illuminated with off-stage spot lighting. All other lighting and furniture (see p.50–51) can be used to dress the stage, expressing the brand’s style and s tory.




Red Carpet Event

Architecture

46

Legends wall Legends walls are the perfect opportunity to express the brand brand story – reinforc reinforcing ing the the fact fact that that Chivas Chivas Regal 25 is a legendary brand. The walls make any guest feel like they’re among legends – legendary speakers brought together by a legendary host. The photographs are the main part of each wall so the brand pattern is reserved for corner detailing only.




Red Carpet Event

Architecture

47

Partition wall Partitions are a good way to break up space or orientate a flow of people. A recessed diamond shape houses the b rand marque and can be side-lit with a red g low or decorated with a red trim.




Red Carpet Event

Architecture

48

Pillar wrap There may be occassions when the architecture of a chosen event venue needs to be dressed appropriately for the brand. The pillar wrap is a subtle but sophisticated way of owning part of the architecture.




Red Carpet Event

Uniform

49

Staff uniform Uniforms are a necessary part of any hosted event. It is important that guests know clearly who their hosts are and what level of service to expect. The host uniform revives the legendary Gatsby style. Ivory, gold, linen and silk all express the brand’s brand’s sense and appreciation of material luxury. Service uniforms are stylish and contemporary. Inspired by service uniforms of New York bartenders in the 1920’s, they’re ‘tradition with a twist’. The host

Service




Red Carpet Event

Furniture

Barcelona day bed

Kubus chai

Bauhaus style chair

Barcelona stool

Bruno chair

MR chair

50

Furniture Any choice of furniture should be inspired by a sophiscated and modern aesthetic that is relevant to the brand’s style and stor y. Materials should always be premium, well-finished and a visual and tactile pleasure.

Stockists www.knoll.com www.bluesuntree.co.uk Chivas Regal 25 Guidelines © September 2012



Red Carpet Event

Lighting

Balbina 1C 20

Pharmacy lamp

Filament ball cluster

Filament desk lamp

51

Lighting Any choice of lighting should be inspired by a sophiscated and modern aesthetic that is relevant to the brand’s style and stor y. Materials should always be premium, well finished with a visual and tactile pleasure. Lighting should be set at a low level with a warm incandescent glow.

Stockists www.surrounding.com www.designer-lights.com Chivas Regal 25 Guidelines © September 2012

Asmiconos, Miconos

New York subway filament



Red Carpet Event

Print

52

Drinks menu A menu will be an essential element of any event and can be a way to express the brand’s style and story. A simple gatefold mechanism opens to reveal a bespoke die-cut and creased skyscraper formed in the menu’s fold. A combination of soft-touch matt paper over a red-coloured core board with foiled typo graphy, gives the us er a fee l of lu xury.




Red Carpet Event

Print

53

Invitation Like the menu, an invitation invitation will be an essential element of any event and can be a way to express the brand’s brand’s style and story. A more complex ‘Z-fold’ ‘Z-fold’ mechanism opens to rev eal a b espoke die-cut and cre ased skyscraper formed in the menu’s fold. A combination of soft-touch matt paper over a red-coloured core board with foiled typo graphy, gives the us er a fee l of lu xury.




Red Carpet Event

Print

54

Dinner menu Personalised menus are a way to reinforce the brand’s brand’s status as the perfect host. A simpler double-sided version that still makes an impact A combination of soft-touch matt paper over a red-coloured core board with foiled typo graphy, gives the us er a fee l of lu xury.

Envelope

Menu




Red Carpet Event

Dinner set

55

Table set The table set is a key feature of the dinner events. It is where guests spend most of their time and can feel very close to the Chivas Regal 25 brand. The preferred table set is achieved by the right balance of materials, pattern and colour. Materials should always be premium, well-finished and a visual and tactile pleasure for any gues t. Lighting should be set at a low level with a warm incandescent glow. The required ambiance for any created bar space should be a harmonious mix of all the elements – a harmony that will express the brand’s understanding of experiential luxury.

Note: Though not officially part of the brand colour palette, the use of ivory is appropriate for table linen, napkins and crockery. It can also be useful to delineate between tables if necessary.


White table set

Black table set



Red Carpet Event

Dinner set

Napkin

Ivory plate & Gold boiler plate

56

Place setting Attention to detail is key for the design any of place setting. Eating is a tactile experience and guests should feel the brand’s premium quality at every touch. The ivory napkin has been embroidered with the brand pattern.


Cutler y



Red Carpet Event

Dinner set

57

Glassware The crystal whisky glass embodies the brands understanding of legendary design and style. The lattice-like grip around the base of the glass alludes to the brand pattern.

Note: Available for purchase, please contact the brand team. Chivas Regal 25 Guidelines © September 2012



Red Carpet Event

Dinner set

58

Table ornaments ornamen ts Table Table number signs are an important way to show guests to their allocated seating. The table number sign is designed with a diamond shape, foiled typography and a gold s tem – elevating it from a purely functional object to one that belongs to the brand. Sat on black or ivory table linen, red flowers are a way to bring a comprehensive but balanced brand colour palette to the table. Both the table number sign and flowers should never be too high to obscure one guest from another.

Table number


Flowers & vase


Merchandising Guidelines


Merchandising

Technological Technological accessories

60

iPad case Creating a premium case for the iPad is the brand’s way of remaining contemporary without compromising its style. The hand-made leather case, fastened by gold poppers, blind embossed with the brand pattern on the outside, opens to reveal a deep red lining.

Note: For visual reference o nly. Not available for purchase. Chivas Regal 25 Guidelines © September 2012



Merchandising

Technological Technological accessories

61

Blackberry case Creating a premium case for the Blackberry is the brand’s way of remaining contemporary without compromising compromising its style. The hand-made leather case is blind embossed with the brand brand pattern on the outside outside with a deep red lining on the inside.




Merchandising

Travel Travel accessories

62

Luggage Premium hand-made luxury leather luggage is a clear way to express the high status of a well travelled lifestyle. The luggage honours our proportional colour palette by using black leather, gold riveting and latchwork togther with a subtle red edge inside the lining. For lining, the brand pattern can eithe r be printed on paper or embroided on silk.

Note: Available October 12, 2012 Chivas Regal 25 Guidelines © September 2012



Merchandising

Personal accessories

63

Wallet The hand-made leather wallet is blind embossed with the brand pattern on the outside and deep red pockets on the inside. The wallet should accommodate enough pocket space for any gentleman’s busy and varied lifestyle.

Note: Available October 12, 2012 Chivas Regal 25 Guidelines © September 2012



Merchandising


64

Notebook Whilst the core idea of a notebook is function, this hand-made leather notebook exudes the premium quality we have come to expect of the brand. The leather cover is blind embossed with the brand pattern and stitched with a deep red thread. The paper pages are gilt-edged in gold.

Note: Available April 2012. Chivas Regal 25 Guidelines © September 2012



Merchandising


65

Pen No luxury notebook ( p.64) p.64) should be without a pen that signifies the same premium quality. quality. The pen’s elegant polished gold elements set off the black resin cap and barrel engraved with the brand pattern.




Merchandising

Fashion accessories

66

Umbrella No gentlemen would be without an umbrella but creating the right umbrella means careful consideration of materials, mechanics and visual style. The hand-made umbrella consists of a malacca shaft and handle, a gold collar etched with our marque and a deep red silk lining. The black canopy can be nylon with a printed pattern or silk with an embroidered pattern.




Merchandising

Fashion accessories

67

Belt The hand-made black leather belt with red leather lining, gold square buckle and embossed pattern confirms that this apparel accessory is representative of our brand’s style and status.

Note: Available September 12, 2012 Chivas Regal 25 Guidelines © September 2012



Merchandising

Fashion accessories

68

Jumper Hand-made in Scotland, our cashmere jumper is a luxurious tactile experience befit ting of our brand. The brand can afford to be visually quiet because the feel of the jumper carries carries more importance.

Note: Available April 2012 Chivas Regal 25 Guidelines © September 2012


Contact


Contact

Contact

Get in touch

70

Please contact your Chivas Brothers International Regional Manager if you have any queries or problems working with the Chivas Regal 25 brand. Thank you.

Tom Dusseldorp Dusse ldorp International Senior Brand Manager Chivas Regal 25 & Chivas 18 tom.dusseldorp tom.dusseldorp@pernod@pernod-ricard ricard.com .com



whisky-chivas-regal-25-guidelines.pdf

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