Cutty Sark Gift Pack 2019-20

Derrick Lin


Agency: Taali Media
Creative Director: Pushpanjali Banerji
Illustrator: Aushreen Kumar
Location: India
Project Type: Produced
Client: Edrington Kyndal India Pvt ltd
Product Launch Location: India
Packaging Contents: Scotch Whisky
Packaging Substrate / Materials: Laminated Cardboard
Printing Process: Offset Printing

The Brief
Seasonal Limited Edition or Gift Packs are a traditional practice by the liquor trade to entice buyers on or before the festive season. Cutty Sark wanted to have an effective, brand-oriented season pack and our task was to deliver the desired result.

The Strategy
​Cutty Sark was launched at the height of drink and cocktail culture in the twenties, when three friends originally crafted up the iconic yellow label over lunch, intending to break boring convention. True to the brand, we set out to channel the ‘Truly for Friends’ connect to the Gift pack of the season.

We illustrated a scene of friends getting truly together- drawing from the insight that Cutty Sark gift packs are mostly purchased to be enjoyed among 2 or more people. Lovable illustrations of friends being candidly themselves are captured on the back of the pack, figures resting interactively within the letters. The front of the pack is kept minimal with only the Cutty Sark logo unit to drive maximum shelf throw. We worked within the brand colours for impact.

What’s Unique?
Unique illustrations drive the fun-loving nature of the brand, making it interactive and engaging. Since introduction – sales showed an over 40% increase.