CUTTY SARK
GIFT PACK
Kyndal Group
India
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 VAP this season.
This project has also been featured on Packaging of the World (POTW).
The Strategy
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 colors for impact.
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.
