Wood Pencil awarded to two Graphic Design graduates at D&AD New Blood Awards 2022

Real briefs are set by real clients for students to respond to using their creative specialism, and are judged by a variety of industry professionals.

‘There’s No ‘I’ in CHVAS’ saw BA (Hons) Graphic Design graduates Reece Cornwall and Gareth Fitzpatrick win a Wood Pencil at this year’s D&AD New Blood Awards.

The awards are open globally to all creative students, and are some of the most coveted awards in industry.

Chivas Regal have been blending Scotch Whiskey since 1909, and has a well-established luxury audience. However, this brief tasked creative students to attract a new generation of consumers to the fold and future-proof Chivas Regal.

Entrants were asked to consider the product concept, such as the story, taste, and how it’s drunk. Additionally, they encouraged creatives to look at the product packaging and a launch campaign, applying their concept to it.

There’s No ‘I’ in CHIVAS

Reece and Gareth’s concept takes the ‘I’ out of CHIVAS, creating an idea that enforces sharing with friends. Their packaging idea utilises a fold over the ‘I’ in Chivas to reinforce their key message. The label and packaging are printed with biodegradable inks on cotton-based paper, to retain the sustainable features of scotch.

“We’re encouraging an audience of young adults to get out with their fellow hustlers and try CHVAS any way they want”, say Reece and Gareth. The duo aimed to break the stigma of drinking scotch alone in the armchair.

From the packaging concept, they extended the identity to other forms advertising, such as billboards, social media and city signage. They also created a 90-second campaign video to launch the product.