Coley Porter Bell Limited

Core disciplines: Brand strategy, Branding / design


Global brand guardians

Our relationship with Pernod Ricard spans nearly 20 years, during which time we have accumulated a wealth of premium and luxury drinks knowledge working with brands such as Jameson’s, Martell, The Glenlivet and Royal Salute.

Our work spans:

  • Brand guardianship
  • Brand strategy and repositioning
  • Brand packaging refreshes
  • Brand extension
  • NPD/Innovation/Naming
  • Brand worlds, experiences and visual identity
  • Limited editions

Below is a selection of our work.


Chivas Regal

We have been brand guardians of Chivas Regal for over 15 years, and are responsible for the design of the entire permanent range.

  • CHIVAS 12 YEARS' OLD – brand refresh launched 2015 to contemporise and embody master brand values of generosity, luxury and brotherhood.
  • THE CHIVAS BROTHERS' BLEND – NPD, positioning, naming and identity development to create a travel retail exclusive.
  • CHIVAS REGAL EXTRA – NPD, positioning, naming and identity development to create a permanent super-premium offer to encourage trade-up and appeal to a wider audience.
  • CHIVAS MIZUNARA – NPD, positioning and identity development to create a unique blend exclusive to the Japanese market.
  • CHIVAS 18 YEARS' OLD – brand repositioning and new identity in 2007 to elevate the brand and create a clear point of difference in super-premium segment and also the most recent brand refresh in 2012.
  • CHIVAS REGAL 25 YEARS' OLD – NPD, positioning and identity development to re-introduce Chivas 25 – the original Chivas blend first exported in 1909.
  • CHIVAS REGAL THE ICON – NPD, positioning and identity development to create the pinnacle of the Chivas range, retailing at USD $3,500.
CHIVAS REGAL THE ICON from Coley Porter Bell on Vimeo.



We have been brand guardians of Perrier-Jouët for over five years in which time we have rebranded the entire portfolio and visual identity, injecting a stronger sense of craft, artistry, nature and a contemporary interpretation of art nouveau into the brand.

We have also worked on a number of innovation projects including the creation of a delicate Belle Epoque limited edition to herald the arrival of spring and a seductive, non-vintage night-time champagne for conspicuous consumption in the US.



In 2012, we created Beefeater’s most successful limited edition, extending the brand’s foot print and increasing shipments by 1,018% versus the previous year, winning a DBA Design Effectiveness in the process. Our brief was to create a memento in celebration of such an exciting year for London, Beefeater’s home. The following year we were tasked with creating a concept that would act as a catalyst to lead all comms and activations and would outperform 2012's limited edition. We succeeded. 


We also created a new category within the gin market, helping Beefeater to establish an ultra-premium sipping gin. We helped develop every aspect of Beefeater Burrough’s Reserve from the product concepts through to brand guidelines.


Olmeca Altos

We helped Olmeca unlock distribution in the crucial US market with a brand repositioning and new visual identity for Olmeca Altos, its premium 100% Agave expression. Targeting creative classes and bartenders, our brief was to give Altos an identity of its own whilst feeling very much part of the Olmeca family.

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