Chivas have a big ambition: to be recognised as the world’s most iconic whisky. To help achieve that, the team wanted to establish a new global mark for the brand which could sit alongside the likes of Apple’s apple, Nike’s swoosh and McDonald’s golden arches.
But finding a mark that a well-established brand like Chivas can adopt and own is tricky. While many marks come pre-loaded with the wrong meanings (or feel too similar to other brands), the more abstract marks that avoid these problems can feel meaningless.
Our two-stage global consumer semiotics study explored five potential brandmarks based on elements of the brand’s rich heritage. The resultant ‘luckenbooth’ mark – a traditional Scottish love token inspired by the original distillery gates in Strathisla - evokes many of the right values for the brand, whilst simultaneously feeling unique and ownable for Chivas.
Watch Chivas’ video here: