Sedley Place’s packaging design for Chivas' Ultimate Cask Collection First Fill Japanese Oak Finish has been launched in selective Duty Free outlets around the world; the limited edition having been exclusively created for travellers.
Each drop of the 18 Year Old blend has been finished in first fill Japanese Oak casks, a rarity even amongst Japanese whiskies. The remarkable casks are made using delicate Japanese Mizunara Oak that can be up to 200 years old, making them difficult to source and complex to work with. The oak imparts wonderfully well-balanced notes of sweet clementine, pears, vanilla and exotic spices. The resulting finish is an intriguing marriage of Scottish complexity and passion with Japanese elegance and refinement.
The new line is the third and last edition in a series of ultra-premium travel retail exclusive blends from Chivas, the original luxury blended Scotch whisky. Sedley Place also designed the first two editions, which featured American and French Oak finishes. The new edition features many of the design features of the first two, the most prominent being a bespoke version of the Chivas bottle label and a ‘bowtie’ device, which carries the limited edition’s name. All three editions employ the same individual box carton with triple-hinged front door.
Following our research into Japanese aesthetics and typical colour palettes, the third edition broke the mould in using an overall white colour for the carton, instead of the blue of the other two. In its case the blue was used for the ‘bowtie’, branding, luckenbooth, text and bottle display area, and this was combined with black and red Japanese calligraphy.
The Japanese calligraphy, which says Mizunara, was specially commissioned by us from Kashuu of Kashuu Japanese Calligraphy Art. The stamp which typically displays a calligrapher’s name was replaced by a luckenbooth in red. To complete the overall Japanese look, a larger luckenbooth was also hand drawn and applied to the side of the carton and on the inside of the front door.
Yogesh Gandhi, Marketing Manager at Chivas Brothers, said: "On the strength of the design work Sedley Place had done for Chivas on our American and French Oak Editions, we commissioned them to design the Japanese Oak Finish Edition. They demonstrated a thorough understanding of the core proposition and created a design that is sensitive to a Japanese aesthetic. The resulting pack is both beautiful and compelling, and in keeping with the two previous editions."
You can see more of the packaging by watching our video here.