The Royal Salute 21 YEAR OLD COLLECTION was created to mark the coronation of QUEEN ELIZABETH where the 21-gun salute was fired to honour her.
With a brand so steeped in tradition and proud of its ROYAL LINEAGE, it was important that our redesign brought a FRESH PERSPECTIVE to the brand and amplified it’s unique personality. Whilst respecting its RICH HERITAGE and without alienating the loyalist (or Royalist!) consumers who love the associations this heritage brings.
Brand identity
Brand redesign
Range navigation
Packaging
“Royal Salute has an esteemed history and we have worked hard to ensure this heritage has remained at the heart of the brand as something we are exceptionally proud of. However, we also strive to ensure our portfolio is at the cutting-edge of Scotch whisky innovation and these latest creations are testament to this ambition. The whiskies in the new 21-Year-Old collection boast an impressive new look and exceptional taste, earning their titles as fit for royalty.”
Mathieu Deslandes
Marketing Director CHIVAS BROTHERS
