The Diamond edition uses contemporary design techniques to represent the modern target audience of new-generation hustlers. The logo is designed to embody the heritage and luxuriousness of Chivas Regals scotch blend whisky. I have used the original crest and embedded a diamond within. The crest highlights the heritage, success and generosity that Chivas Regal has achieved. The embedded diamond is used to portray the whisky as luxurious and exclusive to the target audience. The whisky taste consists of notes of honey, fruit and dried herbs. Orange is a key taste. I wanted the colour palette for the rebrand to use the colours surrounding these ingredients.