In recent years, as the Z generation youth have gradually become the "main force" of the trend, the luxury brands that were "high" in the past have begun to sink into the young market, and a wave of old luxury "rejuvenation" is sweeping in with the naked eye.
For example, the well-known Gucci and Louis Vuitton have begun to incorporate elements that young people love, creating innovative designs that are closer to the younger circle.
▲GUCCI × Balanciaga joint series
Louis Vuitton, who incorporates street elements
In addition, there are also vivid examples of burberry starting from their own classic culture and changing the most distinctive check elements to make the brand more youthful.
It can be seen that how to master the "way of dialogue" with the younger generation has become the only way out of the current trend.
Seeing this, Chivas, as a classic trend whisky brand, has also integrated a new trend attitude into the century-old evolution of the bottle body through insight into the preferences of young circles, made a new youthful design, and promoted the new ICON of the Z generation. Next, let's taste together, what is the new charm of Chivas after the renewal!
Chivas has always been inheriting the brand's upward attitude towards the trend, and this time Chivas's 12-year packaging renewal means to push the classic to the peak again, so that the brand's legendary road to a new trend height.
Chivas has been designing a high-profile renovation for 12 years, bringing a taller, slimmer bottle to the new load. The upward posture in the curved shape of the bottle body also declares to the public the high-profile attitude of the brand as a trendy whisky brand.
In addition to making changes to the bottle body with great brand characteristics, the new Chivas 12 years will also inject a novel trend annotation into the classic heart symbol symbol of love and friendship originating from 17th century Scotland, press the classic heart logo at the mouth of the bottle and integrate The Monogram element, with a higher posture, to emphasize their extraordinary trend genes to each circle.
Bringing together the values of generosity, collaboration and success, it expresses its own fashion tone in the form of a more trendy and youthful "Monogram" such as dark lines and grids. It can be said that the new Chivas has completed its trend road "advanced" in 12 years, and with the power of connection, the new trend ICON of the Z generation has been promoted.
This time, in addition to the brand design update, Chivas also brought a new brand Slogan, allowing people to burst out of the new youthful trend insight into this familiar classic trend whisky brand.
The new brand Slogan: Coronation with Me (English: I RISE WE RISE)
RISE symbolizes the upward state of the brand, encouraging everyone to work together to inspire the highlights of the group through the flash of the individual.
Under the new brand insight of "Coronation with Me", it is reminiscent of Chivas as a party drink for young people, and the Luxury atmosphere created in daily life. I think of the young people who meet in the spotlight, conveying new ideas of trends and sharing the power of connection.
This time, Chivas also brought you two kinds of tide drinks, "Chivas Hi Burst" is made of "1 proportion of Chivas 12 years + 3 proportions of sparkling water", the taste is invigorating, very stylish, bringing you a new experience.
The other "Chivas Tea Burst", which is made up of "1 proportion of Chivas 12 years + 1 proportion of tea + 2 proportions of sparkling water", is light tea aroma, easier to drink, is the best choice for your party life.
In the spotlight of the golden night, a new protagonist has appeared, as the new ICON of the Z generation trend, the reborn Chivas 12 years, is ready to inject new vitality into our trend life.