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.

Chivas needed a mark that could encapsulate their brand values and put them alongside some of the world's elite brands
Chivas needed a mark that could put them alongside some of the world’s elite brands

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.

Chivas' original distillery gates in Strathisla
Chivas’ original distillery gates in Strathisla

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.

Chivas Luckenbooth Chivas Luckenbooth billboard Chivas Luckenbooth brochures

Watch Chivas’ video here: