Chivas Regal has long toed the line between luxury and urban. An ostentatious, rule-defying whiskey brand that understood the meaning of casual luxury.

New Regals is part of Chivas’s relationship with celebrating people on the rise. Humans who, just like Chivas, defied the norm and pushed through. Self-made successes.

Our job at Impero was to help redefine New Regals’s visual principles for a the new generation, and in doing so, update Chivas’s DNA from old luxury to new luxury codes.

So we identified new ways for Chivas to stand out. Balancing bold, maximalist energy with confident, understated attitude.