Cutty Sark asked us to design packaging and campaign assets for the new addition to their range, Anchor Gin. As the only Gin launched under the brand name, the product had to feel part of the Cutty Sark family but also have its own distinct visual cues.

We embraced Cutty Sarks maritime heritage and created an expression rooted in the same visual language as the core range to ensure consumer recognition. Our approach was to create a gin bottling that reflected Cutty Sarks whisky portfolio but also remained sympathetic to its own target market, competitors and flavour characteristics.

Inspired by the botanical ingredients that go into making the product, we created illustrations for use across the packaging and collateral.

Inspired by Cutty Sarks maritime history and the brand name, we created iconography based around a ship anchor.

To ensure brand recognition, we kept a few key identifiers consistent with the brands core whisky offering such as bottle shape, glass embossings and label size. The label features the legendary tea clipper ship from the Cutty Sark branding. Bringing a handcrafted feel to the packaging textured paper with a torn edge was used for the front label.

It was crucial for the consumer to identify the expression as a gin product so we designed the decanter in clear glass instead of the brands iconic green bottle. We brought premium cues through the cue of gold foil.

We created various support materials for the launch campaign including shippers, POS and brand guidelines.

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