Project Type: Produced, Commercial Work
Client: Edrington Kyndal
Location: Gurugram, India
Packaging Contents: Scotch Whisky
Packaging Substrate / Materials: Paper
Printing Process: Offset Printing on Met Pet Paper
Edrington Kyndal India, the makers of Cutty Sark in India and our clients, came to us with a brief to have a unique and striking mono carton design for their 500ml pack. Cutty Sark is a global Scotch having a strong identity and history. We embraced its iconic colour scheme by working only within the colours and the brand symbols. Our plan was make the brand stand out without our clients needing to buy expensive shelf space, and visually tell the story of the brave clipper by recreating the Cutty clipper illustration sailing upon furious seas. Yellow, black and white with bits of gray and silver accents make it unmistakably Cutty. Brand personality traits of bravery, being yourself despite the consequences are highlighted.
The packaging plays on the key features of visual merchandising through the bold Cutty Yellow and creative (horizontal & diagonal) shelf displays narrating a complete visual story to the customer to combat the exorbitantly priced shelf displays.