Cutty Sark Packaging Design
Sales increased by over 50% overall and nearly double in key markets after the Cutty Sark Value Added Pack hit the market. Our design made Cutty stand out thanks to its unique storytelling and its international appeal.
Seasonal Limited Edition or Value Added Packs (VAP) 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.
We found a way to tell the brand story uniquely- using fashion illustrations of the eras that Cutty Sark has been a part of. From the 1920’s till the 1940’s we created fashion illustrations and worked within the brand colours for a big impact.
The final result – the pack was a smashing success. The pack was introduced in many markets including Delhi. The success of the pack was so great that the 750ml SKU depletion had nearly doubled in the state, leading to a nearly 53% growth in sales. In store visibility for the brand was at an all-time high with the pack creating an illusion of a yellow wall on the shelves with the brand name clearly visible with the iconic shield shape.