Chivas has a long history of creating Limited Edition Packs through artistic collaborations. These packs add to the buzz of the brand and strengthen the connection with its premium consumers. This time around, we collaborated with noted architect Ashiesh Shah. The brief was to create a design that was rooted in India, where its rich heritage enhanced the richness of Chivas as a blend.

An ode to the timeless Stepwells of India. A masterpiece of craftsmanship. An architectural marvel of rising and descending steps. We took an iconic architectural form that resonates with the brand’s DNA of being a blend of layers, notes, and textured richness. A timeless tribute to craftsmanship. The architectural expression blends these layered complexities of Chivas with the multi-tiered levels of Stepwells. A grand amalgam of scale and opulence, richness and textures, an iconic architectural style with an iconic spirit. The Limited Edition Pack, like the brand, is a masterstroke of elegance and exclusivity. The Steps of Luxury is truly a step up in the world of luxury.

The Stepwells came alive in 3-Dimensional form on the canister. The play of textures and layers through its steps, arches and etched recesses embossed in 5 layers, turned the pack into an experiential revelation. The tactile feel of the pack, with its concrete colour, brought alive every aspect of the spirit and the inspiration. It was like holding the Stepwells in your hands.

The Chivas Limited Edition Pack was launched at the Architectural Digest bespoke event. It dominated shelf space at travel and retail stores. The pack design created a buzz amongst the creative fraternity and became the talk of the town. REACH – 9 million. IMPRESSIONS – 81 million. CANISTERS sold – 100,000. SPIKE in sales – 10%.