Cutty Sark 500ml packaging design features a magnificent illustration of the brave Cutty clipper sailing upon furious seas. Yellow, black and white with bits of gray and silver accents make it unmistakably Cutty. The pack is specifically crafted for millennial tastes and is unlike any traditional Scotch whisky packaging. Brand personality and 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.