About

Chivas, a producer of blended Scotch Whiskies since 1909, has a strong legacy built on values of success and generosity. Now, aiming to rebrand itself as an aspirational status symbol for a new generation of luxury consumers, with a particular focus on the hustle generation, Chivas seeks to expand its appeal to younger demographics.

In response to this objective, we delved into understanding the essence of the hustle generation by asking the question "who and what is a hustler?" Our research led us to identify young creatives as the epitome of modern hustlers. With a desire to not only attract but also support this demographic, we developed "Chivas Vision" – an initiative extending beyond whiskey to cultivate a genuine community. By channeling the creativity and diverse characteristics of our target audience, our design integrates various techniques to create a dynamic and visually striking aesthetic.